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Bickers overhauls brand in bid to conquer entire market

Bickers rebrand at Motorcycle Expo 2017

Leading motorcycle parts and accessories distributor, Bickers, has chosen 2017’s Trade Expo event to unveil plans to become the market’s one stop shop for good, better and best motorcycle parts and accessories.

Using the event as a platform to relaunch and promote the Bickers’ brand, the company will build on its strong reputation to re-establish itself as a complete offering, customer-service driven distribution partner.

Bickers will also be using the event to launch its new website, which is set to go live on the first day of the event, in addition to showcasing its 2017 product portfolio extension, which will see Champion, CZ, Forsa and Ferodo added to the Bickers’ books.

Operating as a successful tier one distributor since 1975, and following its joint venture with Maxxis International UK in 2005, the Bickers strategy to date has focused its efforts on premium brands, including D.I.D. and Motorex. Expanding its portfolio to offer a range of value driven options across tyres, tools, chains, oils, filters, brake discs and batteries - in addition to maintaining its unrivalled premium brand offering - Bickers plans to increase its market dominance and empower dealers to offer greater choice to customers and capitalise on increased sales opportunities.

Commenting on the shift in focus, Bickers’ director, Don McMartin, said: “Running a successful business is all about your ability to evolve and meet the changing demands of the market. Bickers has been synonymous with premium motorcycle parts and accessories for decades but today marks the beginning of a new era for Bickers. We’re proud of our premium brands and will continue to cater for that segment of the market but recognise that value-based alternatives are an appealing option for many other consumers. This is why we have built, and will continue to build, our tier 2 and 3 options across product ranges over the coming years.

“We want to become the one stop supermarket for dealers and we don’t believe that our customers should have to choose between products or service – we want to excel at both. That’s why we’re planting a flag in the sand at Trade Expo and saying come and meet us onour stand, see what we’re about, check out our products and talk to us about how we can help you. We’re still the same family-run business we were when we started, we know the motorcycle market better than anyone else and we’ll work harder than anyone else to support dealers to run successful businesses – be that in providing next day delivery on parts or offering competitive margin opportunities across all of our brands.”

Bickers will be exhibiting at Trade Expo Stand B50, where representatives will be on hand to present the full range of good, better and best motorcycle parts and accessories available. Exclusive deals will be on offer for all orders placed during the event and a competition is also planned where visitors to the stand will have the chance to win a Bike Service Tools toolbox worth £395, each day of the event.

Tags: Ferodo, Forsa, CZ Chains, Champion

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