ABUS UK appoints Brand Representative for London and Home Counties

ABUS (UK) has appointed Joshua Lawless as Brand Representative – Mobile Security – London and the Home Counties.

Lawless becomes the third territory-based ABUS UK representative, supporting ABUS retailers and its UK distributors, Upgrade Bikes and Bob Elliot & Co.

He previously worked for Dubai-based cycling brand Wolfi’s for four years as CRM Manager and Senior Key Accounts Manager. Prior to that, Lawless was B2B Manager at London bicycle retailer and distributor Brick Lane Bikes.

“Having previously worked closely with ABUS during my time at Wolfi’s, I already have a strong understanding of the brand, its values and its reputation for quality in mobile security,” he said. “With experience across retail, distribution and international markets, I’ve seen first-hand how important strong relationships and reliable products are to both riders and retailers. I’m looking forward to supporting our partners across London and the Home Counties, while helping to further grow ABUS’s presence in the UK.”

In addition to his industry experience, Lawless is a former semi-professional cyclist, having raced in France for several seasons and competed in a number of lower-grade UCI races.

“Over the past two years, we’ve achieved significant growth by being highly active and deeply engaged with athletes, consumers and trade partners. By continuing to support our customers and distributors — and with the addition of Joshua — we’re well positioned to do even more,” said Simon Ford, Sales & Marketing Director at ABUS UK.