COVER STORY MV SPORTS
Making
electric!
MV Sports joint managing director Phil Ratcliffe explains how the company is using its own brand Li-Fe to achieve its vision of getting people out of cars and making travel both green and fun
Trading has held up well across all categories. The pandemic has shown how families have made the most of spending valuable time together through play, and disposable income seems to have been diverted away from other recreational activities into the outdoor play and wheeled sectors.
Tell us a little about Li-Fe.
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We’ve had an amazing year of sales through Li-Fe - it’s been very well received by retailers and consumers alike, and there’s plenty more to come
Li-Fe is our in-house e-mobility brand - dedicated exclusively to products such as electric scooters and electric bikes. Our vision is to change the way people travel by getting them out of cars and onto electric bikes and scooters for short or medium journeys. At the same time, we want to make those
Fact! The first Li-Fe electric bike will be a stylish folding design due to launch early this year 46
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How has trading been over the past 12 months?
journeys fun and, so far, everyone we’ve seen trying our electric scooters has had a massive smile on their face! We’ve had an amazing year of sales through Li-Fe – it’s been very well received by retailers and consumers alike, and there’s plenty more to come.
What made you decide to focus on electric product? It’s hard to hide from the electric car revolution and that is creating wider demand for electric products. Scooters provide the most affordable step into electric
