Living the Electric Life

BikeBiz catches up with Peter Kimberley, Group CEO of Tandem Group Trading Ltd, to discuss Electric Life, the retail landscape in the UK, and how the retailer is adapting to consumer demands.

Can you give us a little background on Electric Life?

At the heart of our long-term vision has always been a commitment to driving innovation and providing direct access to high-quality e-bikes and e-scooters for consumers.

After months of careful planning and development, we proudly launched Electriclife.co.uk in early 2022, a fully transactional e-commerce platform that marked a new era in Tandem Groups e-bike and e-scooter proposition for customers. 

To further enhance our growth, in November of the same year, we opened a state-of-the-art showroom in Birmingham, with distinguished guests; West Midlands Mayor Andy Street and Cycling and Walking Commissioner Adam Tranter in attendance.

This purpose-built facility serves as a category-leading space, providing an immersive in-store experience. Complete with a fully equipped workshop, it supports our mission to offer a seamless multi-channel approach to e-bike and e-scooter retail.

Conveniently located in Castle Vale, just outside Birmingham, the showroom was designed as a destination for all e-bike enthusiasts. With an expansive selection of models available for test rides, customers benefit from the expertise of our passionate, experienced team. Our aim was simple: to create an inviting and accessible environment where customers could explore the future of urban mobility.

Since its opening, Electric life has rapidly expanded its portfolio to become one of the most comprehensive e-bike and e-scooter destinations in the UK. Today, we proudly partner with world-class brands, Orbea, Cannondale, Whyte, Tern, Gocycle, and Swytch, along with the award-winning Pure e-scooters. We also offer the full range of VanMoof’s stylish urban e-bikes and continue to lead with our own brands 2024/25 ranges across Dawes, Claud Butler, Falcon and Boss. 

With a growing portfolio of leading brands and an unparalleled retail experience, we are committed to redefining urban transport shaping the future of e-bikes and e-scooters across the UK.

What type of consumers do you target?

Since our launch just over two years ago, Electriclife.co.uk has seen remarkable growth, both in the range of products we offer and in the breadth of our customer base. Our proposition has evolved to reflect the ever-expanding landscape, with a diverse portfolio that now includes 11 e-bike brands and three e-scooter brands.

Recently, we’ve further enhanced our offering by adding a selection of traditional mechanical bikes and e-scooters to our website, this expansion gives customers access to over 4,000 bikes.

At the heart of this growth is our commitment to staying in tune with market trends and, most importantly, listening to our customers. We continually adapt to meet their needs, which is reflected in the broad range of e-bike categories we stock, spanning mountain, urban, hybrid, folding, and cargo bikes.

Many of the brands we carry excel across multiple categories, offering options that cater to various preferences and price points, from premium models exceeding £11,000 to budget-friendly bikes starting at £599.

No matter the price, every customer at Electric Life receives the same exceptional service, from the moment of purchase to comprehensive after-sales support. Our showroom remains a destination for e-bike enthusiasts, offering an unparalleled selection all under one roof. As we continue to refine our focus, we’re investing in emerging categories to anticipate future trends. In particular, we are closely watching the anticipated surge in demand for e-scooters, which is expected to rise once the government enacts new legislation.

Electric Life is a hub for innovation and customer-centric solutions in this sector, with a constantly evolving product range and a focus on future growth, we are committed to shaping the future of sustainable transport in the UK.

What makes the business unique?

Located just off Junction 5 of the M6 and only 20 minutes from Birmingham city centre, Electric Life’s showroom offers both convenience and a warm welcome.

With free parking for all visitors, customers are greeted with friendly service and a freshly brewed coffee upon arrival. As a destination location, our showroom is designed to provide an exceptional experience for anyone looking to explore the world of e-bikes and e-scooters.

We take pride in offering free personalised, one-on-one consultations for customers who need specific advice and product recommendations. Our expert team is dedicated to finding the perfect bike for each customer, and we offer a “try before you buy” policy on all products. Customers can test ride e-bikes and e-scooters in a safe, dedicated space on private land, ensuring a secure and legal experience away from public roads.

In a significant development for the wider business, Tandem Group was proud to announce in September our exclusive distribution partnership for VanMoof’s highly anticipated V Generation S5 and A5 e-bikes. This exciting collaboration will see the latest in urban mobility innovation added to our extensive portfolio, allowing us to bring these state-of-the-art e-bikes to both our nationwide dealer network and Electric Life customers. With this partnership, we continue to strengthen our commitment to offering a diverse and cutting-edge range of products for our riders.

At Electric Life, the backbone of our business is our team of passionate, knowledgeable experts. Every one of our bike builders and service specialists is a cyclist themselves, offering in-depth knowledge across all models. We provide comprehensive after-sales support, including a free six-week check and adjustment on all bikes and e-scooters, ensuring our customers enjoy peak performance long after their purchase.

We understand that accessibility to e-bikes and e-scooters is crucial, which is why we offer flexible financing options through trusted providers such as V12 Retail Finance and Klarna. Customers can also take advantage of the Cycle to Work schemes we provide through partners, Cycle Solutions, Cyclescheme and the Green Commute Initiative.

Supporting our showroom is a vast 160,000 sq. ft. warehouse on-site, stocked with a wide range of bikes and spare parts. This ensures quick access to products and minimises any delays in servicing. Additionally, we are committed to sustainable practices, with the adjacent warehouse powered by solar panels and a recycling facility for packaging, allowing Electric Life to operate in an eco-friendly manner from material sourcing to waste management.

How has business and the industry been for you in 2024?

The UK bike market has faced its share of challenges in 2024, with the cycling season delayed by poor weather and an early-year surplus of stock. According to the Bicycle Association, e-bike sales volumes in the UK fell by 9% in the first half of 2024 compared to the same period in 2023.

Despite these headwinds, Electric Life remains focused on growth and innovation in the e-bike sector. We have developed a comprehensive range of affordable and competitive products that cater to a wide spectrum of customers. Both our physical showroom and the website continue to perform strongly in their second year.

We’ve seen significant success online, with website conversions growing by 105% and transactions increasing by 167% year-on-year as of August. This growth reflects our ongoing commitment to providing an outstanding multi-channel shopping experience. Our product portfolio has also expanded, with new partnerships and brand offerings including Cannondale, Gocycle, Swytch, and Tern. Most recently, we became one of the few selected dealers in the UK to offer VanMoof e-bikes.

In parallel, Tandem Group Cycles has launched some of the best-in-class e-bikes under the Dawes, Claud Butler, and Falcon brands, bringing fresh innovation, affordability and variety to the Electric Life line-up.

Looking ahead, we remain optimistic about the remainder of the year. With exciting new product launches and the addition of further third-party brands, Electric Life is well-positioned to continue its upward trajectory. As we move into 2025, we are committed to driving further growth, reducing costs, and delivering the highest levels of customer service across both our retail and online platforms.

Do you have any tips you’d like to share with other retailers?

The bike market continues to face significant challenges, driven by a complex mix of economic, political, and global factors that have directly impacted retailers and dealer networks. While these external forces are largely beyond our control, the industry must focus on what we can manage: mitigating the impact and delivering exceptional value to customers.

At the heart of this strategy is a steadfast commitment to a “customer-first” approach. Listening closely to customer needs is essential, as is offering a seamless experience, from first-class service to comprehensive after-sales support. Providing flexible financing options and a robust “try before you buy” programme not only enhances the customer experience but also helps reduce return rates, ensuring that customers feel confident in their purchases. In today’s fast-evolving market, agility is key. Staying attuned to trends, pricing, and promotions, while carefully managing stock levels, is essential to remain competitive

Additionally, evaluating delivery options is critical to customer satisfaction. Offering a variety of courier services and considering premium options like white-glove, door-to-door delivery can set a business apart, enhancing both service quality and the overall customer journey. Quality and trusted brands are more important than ever in the e-bike market. It’s important to give riders the latest technology with cutting-edge features and innovation, while ensuring customers also receive true value for money.

In a challenging environment, it’s clear that success will come to those who place their customers at the centre of their business, remain agile, and offer both quality and value in equal measure. By doing so, the industry can navigate these turbulent times and continue to thrive.