Who are Feridax (1957) Ltd?Friday, March 15, 2013
Established in 1957, feridax has grown steadily year-by-year, becoming the uk’s largest independent value-added wholesaler and brand marketer into the motorcycle clothing and hard parts markets.
With a workforce of more than 30 employees and eight full time Account Managers, Feridax currently service more than 1,200 dealers across the UK, Ireland and the Channel Islands from their Halesowen headquarters.
With office space of more than 30,000 square feet built across a 2 acre plot, there is both room for the high stocking levels that Feridax is renowned for - as well as any future expansions as the business continues to grow.
A belief in the long-term purchasing influence of premium, high quality products informs Feridax’s ongoing portfolio development. The continuing philosophy of the business is that world class brands and high quality aspirational products should be readily available to all uk bikers, across all price points. It is also a belief that these high quality brands, retailed with consistent pricing prove a long-term benefit to dealers who wish to grow their business with world renowned brands providing the best margins.
This constant ideology is borne out by the current Feridax portfolio, which includes more than 16,000 lines of accessories and clothing products - this supports the strapline of “Helmets to Hard Parts”.
The current portfolio boasts such renowned names as Shoei, Sidi, Caberg as well as the consistently growing own-brand Spada clothing, to everyday hard-parts like NGK, Petronas Lubricants and Bike Care products, Coocase Luggage, RK Chains and Yuasa and Poweroad Batteries - many of which are distributed exclusively by Feridax - With a total commitment to supporting the full rider experience within the dealer showroom.
Feridax is also immensely proud to welcome the well renowned Germany Security Brand, Abus to its portfolio. Coming on board in early 2012, after being previously distributed by Phoenix, Abus supports this high quality brand ethos. Feridax is now in the process of implementing a long-term strategy to re-establish the image and perception, as well as in-store availability of this historic German security brand with consumers - along with a much increased marketing investment.
Of course all these brands mean nothing without the long-term support that Feridax offers its dealers; dedicated year round product training, tiered discount structures, a team of eight full-time account managers supporting dealers and assisting with their day-to-day requirements. A complete shopfit portfolio began in 2011 and is continuing today with a wider gamut of instore materials planned.
Consumer brand-led marketing remains of utmost importance to Feridax with a year-on-year increased spend, which will support in providing high visibility consumer press advertising as well as dedicated Feridax owned and developed web sites, such as www.shoeiassured.co.uk , www.sidiselect.co.uk, www.cabergcares.co.uk and www.spadaclothing.co.uk (which has an industry first ‘click and collect’ feature) to support - by improving footfall - the dedicated dealer networks across the UK and Ireland.
Product placement and sports sponsorship also remains a high priority for communicating brand values, with Shoei in particular being worn by the last six BSB winners, including Tommy Hill and TT legend John McGuinness wearing both Shoei and Sidi products.
Unique Selling points
- Fantastic pick rate
- Quality products with very little returns
- Next day delivery service
- Hugh range of products & brands for both road & off-Road
- Offering a quick & easy web ordering system to its dealers as well as the friendly Account Managers, Internal sales team and customer service team.
- Various web sites encouraging public to visit dealers, from Feridax.com to Shoeiassured, Cabergcares.co.uk, Spadaclothing.co.uk.
- Datafeed of product information for dealers to update their web sites with product descriptions, images, with a live stock availability.
- Tie up with some of the best suppliers in the DMS market including DeepBlue, Catalyst & Evopos. As well as a motorcycle web design company DealerWebs.