Second Eastern Conquest for WA Mobility Assist Specialist
Melbourne, Victoria
A WA e-bike importer and retailer with a focus on mobility assist vehicles is preparing to open its first outlet in the eastern States.
Future Bicycle Innovations has been operating its eBikers store in Fremantle for 16 years and has purchased the iBikes store in Melbourne as a platform for its eastern seaboard push.
The new store will not only provide Future Bicycle Innovations with a retail outlet in the suburb of Clayton, it will also serve as an important base for the wholesale arm of the company, Easy Cycles.
“Our short to medium-term plan is to get the Victorian operation up and running, then replicate it in Sydney.”
As part of the company’s emphasis on bikes for people with disability and impaired mobility, Easy Cycles is the Australian distributor for German adaptive bike brand pfautec.
Easy Cycles business development manager Justin Walker said the Clayton store will be rebranded as eBikers during September, in time for an official relaunch in mid-October.
“We started pushing regional areas of WA four years ago and started looking at a move into the eastern states about two years ago,” Justin said.
“Our short to medium-term plan is to get the Victorian operation up and running, then replicate it in Sydney.
“We’re working towards early next year for a move into Sydney.”
The physical presence in Victoria will also be instrumental gaining a stronger foothold for the organisation’s own brand, Ryder, which it launched in 2009 and now also includes adaptive e-bikes and e-trikes.
“We know it’s been tough in the eastern States the last year or so, so we’ll do a renewed push for Ryder brand out to other stores, particularly in regional areas,” he said.
Future Cycle Innovation founders John and Marie Schelfhout were inspired to start the company after cycling across the Nullarbor in 2006, then aged in their mid 50s.
They enjoyed the adventure so much, when they arrived at Bondi they made the decision to start their own bicycle company and, two years later, launched Ryder, which they named after their grandson who was born around the same time.
In their second west to east conquest, Justin said like the company’s Fremantle store, eBikers Clayton will be a premium e-bike store.
As well as the organisation’s own brands, the Clayton store will also retain two brands that have been selling well for iBikes, Orbea and Fantec.
IBikes owner Don Taylor will also be staying on as the store manager.
“While we will be bringing a lot of experience and ideas to promote the store, Don has a wealth of knowledge about bikes. He has been there for about 12 years and will be a great asset,” Justin said.
Justin was one of many Australian at Eurobike 2023 in June, as Easy Cycles looks at other new technology and products it can bring to the Australian market.