Ribble Cycles is expanding its offer to Australia, its first international market, as part of a bid to become a “global brand”.
The private equity-owned etailer, which installed a new chief executive in February, will offer free shipping to Australian customers on its carbon road bikes.
Delivery on parts and accessories will be free for orders over AUD$149.
Last November, private equity group True Capital acquired a majority stake in Ribble’s owner Cyclesport North. Former Kingfisher boss Sir Ian Cheshire and ex-Home Retail chief Terry Duddy joined its advisory board at the same time.
On the expansion, Ribble’s chief digital officer Matthew Lawson said: “It’s time to make Ribble Cycles a global brand.”
He added: “Australia was an obvious choice for our first venture overseas, with its established cycling culture and market growth, thanks to improvements in city cycling infrastructure.”
Ribble appointed former Shop Direct executive Jon Owen as its new chief executive in February.