Tenways European retail roll out gathers pace

Electric bike business Tenways will ramp up its retail partnerships across Europe having in Spring set up a new European office, with company General Manager Amir Fazeli telling CI.N “we believe we can build the brand better with retail partners rather than relying on online trade.”

The build of the retail network has begun in 13 countries, where between 250 and 300 stores are already receiving stocks, including some in the UK. Appealing to the retailer, the brand has chosen not to impose high minimum order quantities, offering shops the chance to try the brand with single units shipped on a short lead time. The business has warehousing set up centrally in Europe with locations in Eindhoven, Grolheim and Tilbury.

“We want to be the Toyota of the bike industry,” explains Amir, adding “by that I mean to deliver the best quality electric bikes at an affordable price for the consumer. We ware working hard with all media to bring forward a brand that is highly visible against the competition. With this backing and the low risk profile to stores that are stretched for capacity we believe we can quickly build belief in the brand with retail partners.”

Also crucial to the dealer specialising in electric bikes, Tenways is said to be going big on after sales, making sure it has no issues backing up its product with ease of access to spares. Amir says “We are well equipped on both supply of bikes and back up and we are preparing in advance to cover ourselves into the future. We have at any given time between 10,000 and 12,000 bikes 85% assembled and ready to ship.”

Visitors to the brand’s Eurobike booth will have been introduced to two models for the urban market, but the MY23 catalogue is to expand by a further four, including one cargo bike set to retail for approximately €4,900. This would be the brand’s most expensive and only build outside of the retail sweet spot that electric bikes in Europe have most commonly sold for. At present, the two models available immediately sell for €1,600 and €1,900 and further additions will also come in at around €2,000, a price point where the volume of sales tends to sit. As standard, the brand has integrated features such as a colour display and smart features including indicator lights, among other useful features for the urban environment.

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