Having recently secured a £700,000 funding package, UK bike brand and accessories retailer Planet X is gearing up its international expansion with a strategic focus on the US.
Planet X bikes, based in Rotherham in the north of England, has recently been focused on a new and core project ‘buying back America’. As the company points out, ‘after a few years of supplying another distributor, we’re once again exclusive distributors of Planet X bikes and products in the USA.’
This latest move is seen as the next step in the company’s plans to drive its ‘direct-to-market pricing and performance to the next level.’ Planet X’s Portland based US operation is now offering Planet X bikes and components to the masses, alongside the company’s other key brands On-One and Titus.
Located in the thriving cycle-centric city of Portland, Oregon, and staffed by industry veterans including Michael Golinski (Founder of Spot Singlespeeds), Bre Rue (composites design and triathlon expert) and Shiggy (‘Legendary Tyre guru’), Planet X is working hard to ensure it can offer its ‘direct model bikes and parts at the same amazing prices to people all over the world.’
Portland allows Planet X to keep close ties with its fabrication partners for Titus – Sapa Industries and new start-up Zen Fabrication. It also has a thriving cyclocross scene with ‘the largest cross race series in the world.’
Planet X has a direct to consumer sales approach. By working directly with a number of major bike factories, Planet X bikes, assembled in Yorkshire for the UK market, can typically cost 25-40% less than a similar model from a ‘conventional’ brand.
The company was founded by Dave Loughran in the 1990s to import and distribute high end bicycles and parts. It has since expanded through the manufacture of mountain bikes. It increased its international footprint, particularly in the key US market in 2010 with the acquisition of carbon and titanium specialist Titus Bikes.