Loughborough ebike retailer signs £20m deal

Loughborough e-bike retailer 50cycles has signed what is is calling a “landmark” partnership with industry heavyweight BH in a deal that could be worth up to £20m over the next four years.

50cycles, headed by founder Scott Snaith, was one of the very first to supply electric cycles to the British market when it was founded in 2003.

The firm will now become the sole distributor for BH’s e-bike and Sports range in the UK in what Snaith describes as a “revolutionary” step forward.

Spain’s BH was established over 100 years ago and is a regular team in the Tour de France. Pro cycling team Fortuneo-Samsic rode BH bikes in last year’s Tour. They will on this year’s event with Andre Greipel’s Arkea Samsic outfit.

Snaith said: “BH as a brand has a cult following in Europe and there’s a growing number of devotees here in the UK who cannot wait to try the latest models. This season’s e-bike range is the strongest line up we have seen in 15 years of business.

“If you’re not already familiar with BH, I would urge you to get acquainted as their dedication to precision quality is second to none.

“BH is well known for its cutting edge road bikes, but we’ll be showcasing some of their much-sought after performance trail bikes, commuters and tourers – all part of BH’s e-bike range.

“We’re delighted to become the sole distributor for BH e-bikes in the UK and we believe it’s a partnership worth between £10m and £20m over the next four years, with the potential to become market leaders in year five across both the e-bike and sports range.

“I hope that’s going to make everyone in the industry sit up and take notice because we’re here to revolutionise the market as we work with closely with BH to improve what feels like a disjointed industry.”