KENDA re-approaches the UK market with new sales, import and marketing model

Last month, KENDA Europe announced Pim Ramselaar as its UK Sales Manager for Bicycle. Pim’s appointment is part of a formulated plan to re-enter the UK with a focused supply chain and market approach.

KENDA has produced bicycle tyres since its inception in 1962 and is reportedly among the world’s top five bicycle tyre manufacturers. In addition to established offices and operations in the US, Asia and Europe, the company boasts a dedicated bicycle tyre development facility in Akron, Ohio.

In the UK, KENDA enjoyed a successful 40-year partnership with Moore Large until the distributor ceased its operations in March 2023. KENDA said it has used its hiatus from the UK market to fortify its European growth strategy and execute a corporate rebranding. The appointment of Pim as KENDA’s new UK Sales Manager positions them for re-entry into the UK market. In addition to a dedicated Sales Manager for the UK, KENDA Europe’s new approach is focused on providing distributors with more flexibility and a UK-targeted marketing effort.

A cornerstone of the new approach is utilising their partner company STARCO GB’s operations centre in Rugeley, North Birmingham to grant distributors more varied sourcing options. The synergy of KENDA’s own global manufacturing setup and a UK-based operations site empowers sourcing based on smaller quantities and shorter timescales in addition to a direct-from-factory shipment model.

There’s also a newly established UK-based sales office connected to specialised European marketing resources. KENDA will continue to collaborate with household names in the UK riding scene, such as Sam Reynolds and Tom Isted, while increasing their brand reach to the UK trade and consumer base.

While the UK market approach is new, KENDA will continue to provide its tyre solutions to well-known brands such as Frog, Scott and Carrera as well as eCargo and micromobility companies.

In terms of product, KENDA re-entry in the UK comes with a range of quality tyres across different categories and price points. The American Technical Centre has bolstered its gravel and performance MTB portfolio with the ALLUVIUM and HELLKAT series, and recently developed the micromobility Kwick Series and the specialised E-Cargo Kwick Drumlin tyre.

With a flexible and dedicated setup, KENDA is ready to return to the UK market the exciting prospects ahead. If you have any inquiries or would like to discuss supply arrangements please contact Pim Ramselaar at pim.ramselaar@kendaeurope.com