Extra, Extra, read all about it! Extra UK and ABUS formed a new distribution partnership in March. Stephen Hayes, Extra UK head of marketing, and John Harris, ABUS brand manager, talk good matchmaking and prioritising quality How long has this move been in the works? SH: Changes to long-standing relationships tend not to happen overnight, and contractual obligations needed to be respected. Our priority has been to ensure as smooth a transition as possible and to make sure that there wasn’t any loss of service to IBDs. We’ve been busy putting in place the brand management and marketing resources needed to ensure the success of the brand in the future. What attracted Extra UK to the ABUS brand? SH: Quality, first and foremost! Think of the best in bike safety and security and only a handful of names spring to mind. To have the opportunity to partner with the most innovative and established brand in the market was something we couldn’t refuse. We had gaps in our portfolio which are perfectly covered by ABUS and it is a very good match with the other premium brands in our range.
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What makes Extra UK a better fit for ABUS than other potential distribution partners? JH: We understand that historically, previous distributors have established a solid footing for ABUS in the market. Given fresh enthusiasm combined with our sector experience, Extra is wellplaced to make ABUS the ‘go-to’ lock and helmet brand for the UK and Ireland again. We have a very experienced, passionate and driven sales team that will help to ensure the best sell-through, as well as showing some different angles on the attachment rate and upsell. The expertise that ABUS has in multiple industries is obvious in the quality of both helmets and locks. All product is engineered, designed and tested in Germany across its multiple sites. All of the lock production is still in-house in Germany – aside from a handful of UK specific products that are manufactured in ABUS-owned factories in the Far East.