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Big Ben Launches Selle Mio Saddle Brand

Sales & Trends

SHANGHAI, China – Big-Ben bicycle component manufacturer selected the China Cycle Show for the introduction of their own saddle brand; Selle Mio. The Ludhiana, India based company is launching their own brand for the first time in its history.

Big Ben Launches Selle Mio Saddle Brand
Angad Singh; 3rd generation of the family that runs Big Ben Export, launched Selle Mio brand at China Cycle. – Photo Bike Europe

“In the past fifty years we have been manufacturing many bicycle products for a wide variety of customers but never with our own label,” explained Angad Singh of the third generation of the family that runs Big Ben Export. “We have not just put on a label, but this new brand is a mind changer for us as well as our customers. For Big Ben it is really new to work with a brand and we are aware this requires a completely different strategy than before. Also our customers have to get used to it, but we are convinced of the potential of our brand.”

Increased manufacturing capacity

Big Ben stepped up its saddle manufacturing capacity substantially in the past years from 5 million in 2013 to 7 million pieces in 2017. “As a part of our investments in the past years we even hired a dedicated engineer to increase our capacity and improve our production technology,” said Angad Singh at the earlier this month held China Cycle show.

Export to EU

Initially Selle Mio will focus on a wide variety of foam sports and city bike saddles, but also includes a range of genuine leather saddles. For the export to the European market, Big Ben employed the Polish industry veteran Michal Koziarski to take care of OEM as well as distributor sales. Next to sales Koziarski will also take care of product design and development.

A nice feature of Selle Mio is the option for some models to print your own photo on the saddle with matching grips. This technology allows Big Ben to offers batches of one unit. Next to saddles, Big Ben also manufacturers and exports grips, reflectors and pedals.

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