BikeBiz October 2019

Page 35


minutes with... This month, we introduce BikeBiz Innovation from a Newcomer nominee Feva and its Star Seat

Can you give us a little background on Feva and its Star Seat? Feva Star Seat is a front-mounted child bike seat made from high-density foam. It’s sturdy and lightweight in design, soft to avoid damaging the bike frame, with quick, easy, tool-free installation. The forward riding position offers enough clearance to avoid impeding riding style and position for the adult, yet close enough to facilitate enhanced communication and interaction with the child. It received a 9/10 review in MBR magazine and was nominated for the 2019 BikeBiz ‘Innovation from a Newcomer’ award. The nomination is an accolade in itself, and we were humbled to be up against such strong and exciting competition in the category. Even though we weren’t successful, we have every confidence in this product and can’t wait to spread it further across the UK and Europe. How and when did the idea come about? The concept was initially conceived through the manufacture of promotional products and beach footwear. A clear gap in the child bike seat market was identified for a product that would offer an affordable and safe alternative to rear-mounted seats, while also providing a positive introduction to cycling for children aged from 18 months. Through detailed research, careful design and thorough product testing, the Feva Star Seat was born. What is your current distribution model? Our ultimate intention is to supply this seat to IBDs and retailers across the UK and Europe,

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and we already have the wheels in motion for further expansion into new markets – internationally as well. It might sound a little unconventional, but in order to help product sales for the IBDs, we have initially adopted a direct model to launch the product, establishing the RRP, developing an online presence and creating brand awareness, both in the shops and out on the trails. Once the product is established, we will look to move into the trade channels and we want this transition to be organic.

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