BikeBiz Bicycle and cycling retail news
Unicorn Inc has announced that it will be the new exclusive UK and European brand partner for NiteRider, effective immediately.
Dedicated to designing performance products, and with more than 30 years of experience, NiteRider has grown from humble beginnings on a kitchen table to a team of 30 employees based at its global headquarters in San Diego, responsible for the design, assembly and testing of its lights.
In the year in which it celebrates its 35th anniversary in business, NiteRider CEO, Mike Ely says: “I am thrilled to be working with George and his team again.
“I have known George for over 20 years and have an immense amount of respect for him personally and for what he has accomplished professionally.
“He and his team are keenly aware of how to navigate today’s increasingly complex retail landscape. There’s no one I trust more with managing and growing the NiteRider brand in the UK.”
NiteRider joins three other brands in the portfolio of Edinburgh-based company, Unicorn Inc, the current UK brand partner for Body Glide, Goodr, and Grayl, and this new addition expands the firm’s offering into the dedicated cycle market.
The goal for Unicorn Inc is to provide the consumer with “the best possible brand experience” whether they choose to shop in store or online, and re-define NiteRider’s stake in the UK and European cycle markets.
“Here at Unicorn, we are focused on building a relationship with our brands, customers and people and adding value outside of traditional business results,” adds George Bowie, CEO of Unicorn Inc.
“We will manage Niterider’s UK and European e-commerce, Amazon, retail along with European distributor relationships.
“Personally, I have enjoyed a 20 plus years relationship with Tom and Mike at NiteRider and feel privileged that they reached out to partner with them again, their history as category creator is an important story for us to tell and their dedication to their customers’ experience is exemplary.”
Stock is available at b2b.unicorn-inc.co and all trade enquiries should be made to: uksales@unicorn-inc.co
