Cycling brand worn by Bradley Wiggins targets US with Manchester agency

Stephen Chapman's picture
by Stephen Chapman

A performance cycling brand worn by Sir Bradley Wiggins is eyeing US expansion, with Fluid Commerce.

Le Col has enlisted the Manchester agency to provide strategic advice on Amazon’s sales platform.

“We have always sold direct to consumers and have built a strong market presence in the UK by doing so, however, we never sold through an online marketplace before. When we made the decision to enter the US, although we made good progress with the direct-to-consumer model we believe that Amazon offers incrementality by providing a way for us to reach new customers during the product discovery phase, it also allows us to improve our delivery proposition to existing customers using prime service,” explained Andrew Longley, Digital Director of Le Col.

“Fluid Commerce really impressed us from the outset. Their in-depth knowledge of Le Col and extensive research and analysis really showcased their experience with the Amazon platform.”

Fluid’s role will be to increase awareness of the brand in the US and ultimately drive sales through Amazon’s marketplace with a full-service marketing and advertising strategy.

“Using a combination of Brand Store development, organic listing optimisation and paid advertising, we will help them to not just enter this exciting market but also to conquer it via Amazon’s marketplace,” added Adam Hindle, Managing Director of Fluid Commerce.

“Our expertise in  building and managing Amazon online stores means we are best placed to help Le Col with their strategy. There is huge potential in the US market for Le Col and we are excited about this partnership.”

The brand was founded by former GB cyclist, Yanto Barker, in 2008 and Sir Bradley Wiggins chose Le Col to release his own range of Wiggins-designed apparel.

Enjoyed this? Get our latest updates in your inbox every day

Subscribe to Prolific North’s morning newsletter to keep up with all the most important things going on in your sector.