Advntr targets Chapter2 retailer network expansion
It’s been a busy 2022 for Chapter2. The Kiwi brand has launched an all new aero road frameset – the Koko – and followed this with the recent introduction of the Mana-Grvl one-piece carbon handlebar for the brands Gravel fans.
Speaking with Mark Downie, Head of Brand Development, Advntr Media Group – the UK Country Managers for Chapter2 – it’s clear the brand has gained a following amongst more discerning cyclists, those who’re unmoved by the generic, ‘lighter, stiffer, faster’ new bike launch messaging. Performance is important, but not everything:
Each Chapter2 project starts with 2 simple questions: “What problem are we trying to solve?” and “How much fun is this going to be to ride?”. In a space where everybody is projecting watts and grams as marketing spiel, the Chapter2 measure of success is counted by how much pleasure we bring to our customers when they ride our creations.
The Chapter2 way has always been about individualisation and customisation.
Based on a frameset only business model, building a Chapter2 is a project, with the frameset being the centrepiece to hang all the best parts and components that you have meticulously selected to suit your personal needs. Critically, this enables retail partners, and their customers, to build their dream bike – exactly the way they want – delivering a truly intimate and unique experience. No swapping out stock components and working out buy back prices here. Just a Chapter2 frameset and a blank sheet of paper.
Dream bike build projects are made of this.
With a range of 5 road bike options (2 Aero, 1 Race, 1 Climbing bike, and 1 All-road / Endurance) and a gravel frameset, the Chapter2 range also forms a blank canvas for regular artist collaborations, offering limited edition paint schemes, something the brand is uniquely known for.
The Bharms Special Projects Artist Edition of the Koko aero frameset would be a strong example of these ultra limited – 60 pieces worldwide – collaborations.
Each frame is released in unique graphic designs for limited periods, and also strictly limited Artist Series collaboration framesets.
This method has worked well for the brand; rather than using model years, it means a colour can be kept in range longer than a year and others can be dropped in to reflect changing trends in the industry.
Mike designs the frames in New Zealand with the brand carrying the iconic Silver Fern. The models are reflective of the indigenous culture of New Zealand, and celebrate the people and the land in various ways – this can be done with colour or livery meaning the frames really stand out, and, as a result, are highly coveted. The naming of the frame also reflects the use case such as KOKO which means ‘to soar, fly’ in Maori.
As an overview of frame categories:
- Road – Race. TOA
- Road – Aero. KOKO
- Road – Aero. RERE
- Road – Climbing. HURU
- Road – All Road. TERE
- Gravel – AO
One piece carbon bar/stem – MANA / MANA GRVL
Important to emphasis here: Chapter2 is very much a ‘Style and Substance’ blend – the performance of the bikes complimented by the unique artwork.
For UK retailers, working with Chapter2 UK is easy.
- Advntr don’t look for large commitments from dealers, instead offering to supply weekly stock updates, and, as befits a somewhat bespoke brand, are always on hand to answer any questions.
- Critically, shipping times for an in-stock frame are days rather than weeks, so when a customer orders a frameset that happens fast.
- As the country managers Advntr can extend 30 day terms and any frame bought for demo build in store attracts 10% discount.
For those wanting to explore the Chapter2 range in more detail, UK based Mark can be contact via mark@chapter2.co.nz or 07715452528
