NiteRider and Unicorn sign UK and European distribution deal
Unicorn Inc has become the new exclusive UK & European brand partner for NiteRider, effective from the start of this month.
Dedicated to designing high quality performance products, and with over 30 years of experience, NiteRider has grown from humble beginnings on a kitchen table to a team of 30-plus employees based at their global headquarters in San Diego, responsible for the design, assembly and testing of their lights.
In the year in which it celebrates its 35th anniversary in business, NiteRider CEO, Mike Ely said: “I am thrilled to be working with George and his team again. I have known George for over 20 years and have an immense amount of respect for him personally and for what he has accomplished professionally. He and his team are keenly aware of how to navigate today’s increasingly complex retail landscape. There’s no one I trust more with managing and growing the NiteRider brand in the UK.”
NiteRider joins three other brands in the portfolio of Edinburgh-based company, Unicorn Inc, the current UK brand partner for Body Glide, goodr, and Grayl, and this new addition expands their offering into the dedicated cycle market.
George Bowie, CEO at Unicorn Inc, said: “Here at Unicorn, we are focused on building a relationship with our brands, customers and people and adding value outside of traditional business results. We will manage Niterider’s UK and European eCommerce, Amazon, retail along with European distributor relationships.
“Personally, I have enjoyed a 20-plus years relationship with Tom and Mike at NiteRider and feel privileged that they reached out to partner with them again. Their history as category creator is an important story for us to tell and their dedication to their customers experience is exemplary. Our goal is to provide the consumer with the best possible brand experience whether they choose to shop instore or online, and re-define NiteRider’s stake in the UK and European cycle markets.”
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