EBCO revamped and restocked after brief hiatus

The entry-to-mid price point EBCO electric bike brand is restocked after a brief hiatus in supply, with an overhauled product range, as presented at COREBike recently.

Now part of the TVS Group, Paul and Rick Stanforth’s eBike label has re-energised with a trio of new product categories, price points and frame options. The EBCO range sits underneath the Corratec portfolio, also supplied by the business, offering bikes in the range of £1,599 to £2,799 and largely utilising Bafang motors.

For those that have held an EBCO account before, you may recall the launch of new bikes at the Birmingham NEC in 2019. Speaking to CI.N Paul Stanforth explained that when Covid hit these were shelved down to the emergence of unreliable lead times, something that has enabled the brand to tweak and refine the product for relaunch now.

He said: “The market changed during that time and so did we. The bikes are now all featuring internal batteries, the vast majority are Bafang driven and as such we have great European support, plus the range now offers low-step, trapeze and roadster (high top tube) frames.”

On the back of TVS backing the company there has also been and continues to be a recruitment drive to bolster the business’s position in the market. The sales force has increased from one staff member to four on the road and Paul says “we are recruiting a marketing manager, internal sales leader and a general eBikes manager to take the business to next level.” These vacancies will soon appear on CyclingIndustry.News’ jobs board.

In backing up its retail network Paul acknowledged the current supply side bottlenecks and confirmed that the business is not looking to overload retailers with stock and will take a flexible approach to partnerships. “There will be no beating with a big stick and we’ll be doing our bit to push up consumer demand, taking space at Alexandra Palace shortly, plus advertising with the consumer-facing eBike titles.”

In concluding, Paul says he “sees parallels now with the early mountain bike market” for which he was so invested with Saracen decades ago. “The UK psyche is changing slowly,” he says, adding “for the first time we are seeing cycling for transport on the Government agenda. For people who have two car households it’s making less sense not to consider other cheaper and more efficient transport modes.”

Interested retail partners can now contact the sales team by email here.