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Bickers overhauls brand in bid to conquer market

Leading motorcycle parts and accessories distributor Bickers has chosen 2017’s Motorcycle Trade Expo (this weekend, 15 – 17 January, at Stoneleigh Park, Warwickshire CV8 2LZ) to unveil plans to become the market’s “one-stop shop for good, better and best motorcycle parts and accessories”.

The Felixstowe distributor is using Expo as a platform to relaunch and promote the Bickers brand. “The company plans to build on its strong reputation to re-establish itself as a complete offering, customer-service driven distribution partner,” a spokesman told BDN.

Bickers will also be using the event to launch its new website, which is set to go live on the first day of the event, in addition to showcasing its 2017 product portfolio extension, which will see Champion, CZ, Forsa and Ferodo added to the Bickers books.

“Operating as a successful tier-one distributor since 1975, and following its joint venture with Maxxis International UK in 2005, the Bickers strategy to date has focused its efforts on premium brands, including D.I.D. and Motorex,” Bickers said in a statement.

“By expanding our portfolio to offer a range of value-driven options across tyres, tools, chains, oils, filters, brake discs and batteries – in addition to maintaining our unrivalled premium-brand offering – Bickers plans to increase its market dominance and empower dealers to offer greater choice to customers and capitalise on increased sales opportunities.”

Commenting on the shift in focus, Bickers’ director, Don McMartin told BDN: “Running a successful business is all about your ability to evolve and meet the changing demands of the market. Bickers has been synonymous with premium motorcycle parts and accessories for decades but today marks the beginning of a new era for Bickers. We’re proud of our premium brands and will continue to cater for that segment of the market but recognise that value-based alternatives are an appealing option for many other consumers. This is why we have built, and will continue to build, our tier 2 and 3 options across product ranges over the coming years.

“We want to become the one-stop supermarket for dealers.”

Bickers will be exhibiting at Trade Expo Stand B50, where representatives will be on hand to present the full range of good, better and best motorcycle parts and accessories available. Exclusive deals will be on offer for all orders placed during the event and a competition is also planned where visitors to the stand will have the chance to win a Bike Service Tools toolbox worth £395, each day of the event.

For more information, please visit the new website:

More in BDN’s post-Expo coverage.


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