Kryptonite simplifies sales path with range reshuffle

Kryptonite has moved to assist both the consumer and the dealer in settling on the right product for their intended use with a simplification of the naming on key lines.

This move is the latest in a line of initiatives from the brand to assist retailers in unblurring the lines when looking for a clear differentiation to help up-sell to close sales. As well as the Sold Secure ratings that exist on many Kryptonite products, the brand also has its Anti-Theft Protection Offer (ATPO) which guarantees that if any rider is unfortunate enough to have their lock defeated by a criminal and a bike stolen, the company will reimburse the money of the stolen item, subject to terms and conditions.

Changes to the range include the renaming of its Kryptolock S2 series to just ‘Kryptolock’, while its Evolution Series 4 shall now be known as ‘Evolution’. In addition to this new, simplified range messaging, its new Kryptolocks will all be Sold Secure Gold, bolstering consumer confidence.

The new Kryptolock range is made up of six U-Locks with various iterations and measures 12.6mm with Double Deadbolt, sliding dustcover, Sold Secure Gold and 6/10 moderate security rating. The Evolution Series has three categories. The first is the Evolution Mini, which is made up of the Evolution Mini 5, 7 and 9, with a 13mm shackle, double deadbolt, sliding dustcover, Sold Secure Gold and a step-up 7/10 high security rating. All of the above include an anti-rotation feature that provides additional protection against twist attacks.

The Evolution Mini 6 LITE and Messenger Mini come with an 11mm shackle, a patent-pending bentfoot double deadbolt design, sold secure silver and 7/10 high security rating. Later this year, the new Evolution STD and LS locks will offer a 14mm shackle, double deadbolt, anti-rotation feature, round cross bar, improved sliding cover, sold secure gold and 8/10 high security rating.

John Harris, Kryptonite brand manager at Madison, said: “Kryptonite has been working hard over the last few years to not only improve its service offering but also make its locks more effective than ever and streamline their product ranges. As always the product is top quality with increased features and improved levels of security, but with so many it can be a daunting prospect for consumers and retailers alike. It is our hope that the re-vamped naming, improved spec, sold secure ratings and after-sales initiatives will make life much easier for dealers when selling Kryptonite.”

All new products in the Kryptonite range will be available from June. For all enquiries, please contact your Madison accessories sales agent or to place an order, please visit