FORT COLLINS, Colo. (BRAIN) — Swobo Bikes has signed up Wren Sports to manage its sales as it moves to a dealer-direct model.
Peter Discoe, president of Swobo’s parent company Fort Collins Bicycle Co., ended its agreement with Hawley after the distributor announced it would launch its own bicycle line last fall.
“We were disappointed things didn’t work out with Hawley and made the decision not to seek another distributor partner,” said Discoe, who purchased Swobo from Santa Cruz Bicycles in 2011.
“We realize it is easier to work directly with bike shops and wanted to find the best independent sales reps to help us select and develop the right dealer partner to sell Swobo and Farrier Bikes,” he added.
Industry veteran Kevin Wren will assist Swobo in recruiting and selecting independent sales reps. Wren previously held management roles at Shimano, Bell, Kali and Cannondale before launching Wren Sports’ line of carbon frames and forks, hitch- and trunk-mount car racks, saddles and carbon components in 2014.
“I was delighted when Peter reached out to me,” said Wren. “Swobo is an outstanding brand with quality product. Helping Peter build the right sales team is something I can do while still focusing the majority of my efforts on the Wren brand of products we introduced at Interbike last year.”
Swobo and Wren currently have 12 sales reps working with them and are looking for additional reps in open territories.
“Both Kevin and I want to grow our brands with sales through the IBD market. We have the same desire to work with select dealers in each market,” Discoe said. “He’s worked with many of these reps over the past 35 years he’s been in the bike industry and he’s been selective in helping Swobo choose the right sales reps to build those limited dealer relationships.”