Forme creator Adam Biggs rejoins distributor Moore Large as Head of Division

Forme Bikes creator Adam Biggs has rejoined Moore Large and will now take on a leading role in driving the brand’s strategy in the UK.

Expansion plans for the brand have seen the introduction of lower entry level price points and next year you will see E-bikes and a complimentary range of P&A also added to the brands’ portfolio.

Biggs commented: “I have had a fantastic three years working as part of a very strong team at Boardman and would again like to take the opportunity to thank Chris, Andy Smallwood and the team for their tremendous support. During my time there, the sole focus was to build and develop one brand which was very different to the distributor model I was familiar with and also enabled me to learn a tremendous amount in terms of introducing a brand to market in the right place and maintaining its position despite any external influencers or challenges.”

“Having created Forme in 2010, the brand has naturally always been of huge interest to me and with refreshed backing and investment from Moore Large I have full belief that we can become one of the UK’s largest multi-discipline bicycle brands within the next five years. The marketplace is clearly changing as more and more brands develop an omnichannel route to market and continue to increase forecasting and pre-order demands. In my opinion, this presents a window of opportunity for IBD-exclusive British brands.”

Moore Large Managing Director, Nigel Moore added: “I am thrilled to welcome Adam back to the Moore Large family. His skills and ambitions will be a strong addition to our already impressive product, sales and marketing teams. These developments underline our ambition to establish Forme as the focus brand for our IBD cycle business and emphasise our ambition to align the cycle side of our business with the big players.”