True acquired Ribble Cycles in November 2015, and brought in CEO Andy Smallwood, formerly of Boardman Bikes, to help support the growth and transformation of the brand. The results of the rebrand have been phenomenal, with sales growing 50% year-on-year and a significant increase in the average selling price of each bike, reflecting the increasingly aspirational nature of the brand.
Rich, Andy and Will discuss how the Ribble and True teams have worked closely together throughout the partnership to ensure that the transformation of the 125-year-old brand has not only improved the retailer’s bottom line but also been an inclusive and positive experience for all at Ribble.