MiRiDER talks new model, growth of UK output and tapping new markets

Having burst onto the scene with its UK-assembled electric folder in the past few years MiRiDER has expanded its capabilities for 2022. CI.N speaks to Co-Owner Martin Higginson about growing the shop floor network with greater stock availability…

In the present climate stock reliability is everything. Where the supply chain has been stressed, the trend, where viable, has been to bring assembly or production closer to home and MiRiDER had a head start on the pandemic on that front. The Wigan facility’s growth has allowed the label to structure the business efficiently and, more importantly, enable the ability to upscale storage and production as required for 2022 and beyond. At 7,000 square feet, the production line ends with a test ride and personal stickering of each bike signed off by staff. Quality control is high.

Added on to this expansion of production, a visit-ready showroom and test track gives trade customers a direct interaction with the product. While hosting new dealers the brand can on the same day offer up technician’s training with the assembly line in full view. Having the sales and customer service team under the same roof means communication has been efficient and helped to keep customer service levels high.

Martin Higginson, the brand’s co-Founder and marketing leader said of the progress: “In the past year we’ve had an influx of new dealers to our network, which now totals over 100. Our retailers draw on stock as required, while other larger operations hold their own stock. There are transparent terms in place which offer larger margins to larger orders. We also have point of sale material available to retailers to support the brand in store and this is under constant review and development.”

In keeping with the general trajectory of market forecasts for electric bike sales the pandemic provided rocket fuel for the UK label, which has turned 100% growth year-on-year since 2019. Despite that, Higginson says the tank remains full as we head into the peak sales seasons. “Our 2022 expectations are significantly higher than the 2021 results, which can be attributed to a rapidly growing market for folding electric bikes and a growing dealership base,” he says.

The family-business has a much broader reach outside of bikes, but its group distribution centre holds stock of the MiRiDER One ready to ship on a next day delivery programme if ordered before 2pm (variable in peak season).

There are opportunities as yet untapped and obvious gaps too, we’re told. “London remains a huge opportunity for the brand and we hope to find more retail partners to stock, promote and supply the MiRiDER One in the capital. Our marketing teams are working incredibly hard to raise awareness of our proposition, particularly to the commuter market.”

That marketing has seen product placement land in the likes of Auto Express, where the electric folding bike scored a ‘Best Buy’ rating. Tech Advisor, BikeRadar, Cycling Electric and eBike Tips are others to have warmed to the One in reviews, giving MiRiDER a stack of column inches with which to market the model to the consumer.

The urban space is the prime stomping ground for the MiRiDER One, which keeps things light and manageable for the multi-modal commuter. The 252Wh battery is locked by key inside the fold and will assist for up to 45 miles. The chassis itself is considerate to the bike style too. Built from an aircraft grade magnesium alloy it’s easy to carry and features a rear shock absorber so that when your customer is in the saddle road vibrations are absorbed.

The retail price is accessible at £1,595, with the option to choose an Edition Model at £1,795. The Edition Models are based upon the standard bike, but with high quality customisation on the graphics applied. These have proved very popular with buyers, according to MiRiDER.
While the One is stealing the show at present, there’s more coming down the line from the brand’s design team, which has developed a second model under the GB3 banner and it’s sporting some proprietary gear.

“The GB3 features a sophisticated crank-based gearbox system with a belt drive which allows the hub motor to stay at the rear, retaining excellent weight distribution, balance and the traction of the standard bike, without the adjustment issues of a traditional derailleur. The GB3 also benefits from hydraulic brakes, a large LCD screen with a phone charging port, lightweight pedals, a sports seat and wider bars for additional added stability. The GB3 will come with the same two-year warranty as the MiRiDER One. As such, this model opens up opportunities at a higher specification but also demonstrates our ambitions and ability to react to market demands,” says Higginson.

What may most interest the retailer considering taking stock will be the backup and service behind the brand. Where some labels have come up short on after care, MiRiDER says shops should have no such concerns with a “comprehensive stock of all components” held, whether proprietary or outsourced.

Higginson says: “We have very healthy stock levels of all the necessary components with built bikes in stock ready for delivery. Our procurement team have forward orders reaching into the future to maintain supply of all the necessary parts to build the MiRiDER One, and to service our retail partners.”

Over the year ahead you’ll find the brand at several national exhibitions both inside and outside of the cycling sphere. Most notably, the motorhome and caravan sector has become a key marketplace with some customers opting to buy a pair of e-Bikes for weekends away.

Higginson concludes: “Offering an offroad tyre has really stood us apart to adventurers who want a convenient transport option and that extra fun factor along trails and canal pathways.”

To enquire about becoming a dealer you can phone the firm on 01257 228242, or email hello@mirider.co.uk.