FE Sports of Brisbane, Queensland has established Ridley Australasia as the official sales, distribution and finishing partner of Ridley Bikes in Australia and New Zealand.
This establishes a unique arrangement whereby FE Sports will both distribute and paint Ridley Bikes in Australia for the Australasian market.
“We wanted to provide the discerning Australian cyclist the same level of customisation and personalisation available from the factory in Belgium,” stated Danny Brkic, Vice President of FE Sports. “Ridley is a fantastic brand and the product is second to none. We intend to work with a dedicated network of independent bicycle stores to provide Australian cyclists something truly unique; race tested, competition ready frames which they can have finished and equipped exactly the way they want”.
Originally founded as a frame painter in the 1990’s Ridley’s new partner will continue the brand’s work here with a domestic paintshop.
“When we were approached by FE Sports to partner and paint Ridley’s in Australia, both companies saw the opportunity and the potential pitfalls of such an arrangement” says CEO of Ridley Jochim Aerts. “Painting a carbon fibre frame to the Ridley standard is not easy. However, after working with the FE Sports staff at our facilities in Belgium, we are confident that they can provide the same quality as we do. We are excited about the new partnership as this allows us to duplicate in Australia what makes us so successful in Europe.”
Ridley will provide the completed frames in a state where they are ready for painting. FE Sports will then finish the frames to the rider’s choice of either a stock Ridley pattern or even something completely custom. Customers can either purchase a frame and fork by itself or a complete bicycle with a wide selection of top flight components.
“We want to follow the Ridley Belgium motto of “What you want, How you want it,” Brkic says.