GOLD COAST BUSINESS TAKES ON CYCLING CAPITAL OF THE WORLD
Written on the 3 June 2016
DILLENGER Electric Bikes has shifted gears by expanding further into Europe.
The Gold Coast-based company has been operating in the UK for the past three years and decided to launch a dedicated customer service and distribution facility in the region last month.
Dillenger's UK presence has served as a springboard to distribute and service customers in other European countries, as well as set up a second European base and distribution network in the Netherlands.
The move has been supported by UK Trade and Investment in Brisbane.
Dillenger CEO Sam Sewell says expanding to the Netherlands has been successful as it is the cycling capital of the world.
"Electric bikes account for 40 per cent of all bikes sales by revenue," Sewell says.
"The Dutch market is highly competitive. The main differences between the Australian market and the Netherlands has been that the bigger brands have a much stronger foothold on the market, whereas the larger brands in Australia are priced out of the market.
"Dillenger's advantage in the European marketplace is more prominently based on our conversion kits and off road only e-bikes, which is not a space occupied by the larger bicycle brands.
"Without the expansion into the UK market and the help of UK Trade and Investment, this type of growth into a market that speaks a different language would have been insurmountable by all accounts."