Pembree talks bike shop USPs, sustainability and export trade

Now sold direct to dealer, Pembree is putting on shelves a product of the circular economy and one pitched at riders wanting built to last parts. CI.N finds out more from the founder Phil Law…

For those new to Pembree, what’s the brand’s background?

We set out in 2019 to make premium MTB components. Since founding the company we have set the bar high: we set out to be a global leader in responsible, transparent and ecologically sustainable manufacturing.

Since then, we’ve released two performance platform pedals. The first product to market was the R1V, in 2020. Featuring replaceable Traction Rails and premium bearings for maximum longevity, we designed it to be the most durable pedal ever produced and set the benchmark for our future work. We followed up the R1V with the D2A: a trail-specific variant hitting the sweet spot for weight, strength and traction.

All of our products are produced in our solar/wind powered factory here in East Sussex, UK, using exclusively recyclable materials.

In taking control of your distribution with direct to dealer sales what do you feel Pembree has gained?

Dealing with the retailers directly gives us more control over the representation of our brand, but more importantly it keeps us in the loop on the developing needs of the independent bike shop. Since we produce the products locally and in small batches, we’re able to be responsive to any challenges in the market and better support the retailers through them.

Pembree has some tough competition, what helps the brand stand out?

Pedals are a prime example of a bicycle product that is considered a consumable. We’re setting out to change that attitude. That means focusing on manufacturing the highest performing products, but with minimal impact on the environment. With a dedicated team of engineers, supplying partners and riders, we are able to create the most durable pedal and lower our carbon footprint.

What equipment have you in house and how quickly can you turn around an out-of-stock line?

As a truly UK made brand, we make almost everything in-house and can be very agile with our stockholding of raw materials. Thanks to our robot-controlled CNC machines, we can turn billet aluminium and stainless steel into the finished product within four weeks.

While you might be known for pedals, there’s now more to the brand. What expansion have you planned?

Pedals will always be close to our hearts as that is how we launched the company, but we have invested in new tooling for an expanded range. We recently launched a seat post clamp that provides a much more even clamping force than the competition and handy for looking after those dropper post internals.

Next up, we have a stem that’s UK made, bolts and all. We showcased this at Ard Rock and the response was phenomenal. We also have three more products in testing and development as we speak. They should see the light of day in early 2023.

How do you quantify the sustainability claims in your manufacturing?

With almost all production processes in-house, we’re able to be very practical with our approach to manufacturing responsibly. Renewable energy powers the factory, the aluminium we use is UK-produced, and even some of the parts we cannot machine ourselves are produced in the UK. Our carbon emissions are monitored and overseen and ultimately balanced by TEMWA, an independent UK-based charity.

Is there any POS or material support for stores to set the goods up in store?

We’ve worked together with our dealer network to come up-with an eye-catching POS that also stands firm with the values of the Pembree brand. It’s made from sustainably-sourced wood and machined aluminium, so is really built to last, and sits well visually in just about all retail environments.

Where could bike shops experience your product in person and are there opportunities for shop visits for those interested?

We’re selecting new UK dealers at a sensible rate so that we can get them set up properly and trained on the products. We’re certainly happy to hear from shop managers though. Our email and phone number is available on the website’s contact page.

Have you any plans to export your goods overseas?

Certainly – the additional mileage of export will still keep us well below many of our competitors’ values in terms of environmental impact.

We currently have retailers and distribution partners in the USA, Mexico, Spain, France, Portugal, Switzerland, Japan, Singapore and Australia. We are finalising additional partnerships in Canada and Germany, off the back of our recent trip to Eurobike, however we are not actively seeking other locations just now so as to not stretch ourselves too thinly.