BikeBiz November 2010

Page 44


Designed to sell And sell they have. The demand for Forme has surpassed Moore Large’s predictions, while Haro’s 2011 line focuses on what the firm does best. Mark Sutton swung by Moore Large’s September road show and returned with plenty to report...

“Unless all your customers are tall, it’s quite difficult to sell 29ers in the UK. The 26-inch wheel is where Haro’s focus will be on the MTB side.” Adam Garner, Haro Brand Manager


REPORTED ON previously, Haro dropped the 650B wheel size from its line. At the first UK showing of the 2011 line it seems “the UK doesn't really ‘get’ 29ers either,” so they’re gone too, meaning Haro is again wholly focused on its freestyle roots. “Unless your customers are all tall it’s quite difficult to sell 29ers in the UK. The concept isn’t really understood given the typical UK terrain and although the bikes did sell, the 26-inch wheel is where Haro’s focus will be on the MTB side going forwards,” explains Haro brand manager Adam Garner. Moore Large has had a direct input into the big-wheeled line-

up, with UK specific graphics on each, adding colour-coordinated saddles to each and a few subtle spec changes where braking is concerned. Hydraulic brakes now feature on the majority of mid-range Haro mountain bikes, with only one lower-priced mechanical set-up now in the range. This subtle change is something Garner believes helps the retailer ‘sell’ the bike to customers big on buzz words. Reflected in its ramp-side presence at London's Cycle Show, Haro and subsidiary brand Premium Products are very much focused on the BMX, race and jump markets this year. The six-bike Premium Products line,

topped with Garret Reynolds’ ‘Deathtrap’ at £569.95, hits the key ‘best seller’ price points well and for the first time introduces a ‘brakeless’ model, dubbed the Broadway. This build comes boxed with brakes, though given the majority of 20-inch enthusiasts’ neglect for stopping power, the model is bound to be a big seller due to its clean, lugfree tubes. The brand’s aftermarket component line has a few tidy additions too, including a super slim profile pedal with options for either a plastic or metal body, both compatible with the same axle and rolling on a bush bearing system. Also due by Christmas, the brand has a new

crank, dubbed the ‘1948’, and compatible with all 48-spline bottom brackets. On the race side of the Haro business, 15 year-old Dan Pullen has taken a place on the Olympic development team, giving the Derby distributor a new angle from which to market the line going forwards. “We’ll be heavily involved with’s race BMX section when it launches later this year, marketing Haro’s race bikes to the masses,” said Garner. “The bikes themselves have a wealth of added value this year with more Sinz components specced, alloy stems and pivotal seat setups, though prices remain largely