River Falls, WI – January 2025 – Early Rider, the premium children's bicycle brand, is accelerating its expansion in the U.S. market and is actively growing its network of
independent bike dealers.
Following a record-breaking 2024, which saw thousands of new U.S. customers introduced to the brand through Velio, its infant ride-on, Early Rider is now focused on
significantly expanding its dealer presence. With over 350 specialty dealers already carrying Early Rider across Europe, the brand is aiming to replicate that success in the
U.S.
"Our mission is to change the course of child participation in an active and adventurous life. We know that premium customers start their journey early, and we're building a pipeline of future bike buyers hungry for the best products," said James Beechinor, President of Early Rider. "With strong consumer demand and an expanding brand presence, we're now looking to partner with the right retailers to make Early Rider more accessible across the country."
Early Rider has already built strong relationships with a growing number of U.S. retailers and has signed with a leading sales rep group representing recognized national
retailers. The company will soon announce its first national chain partnership and is in active discussions with additional independent dealers and rep groups across key
territories.
With a centrally located and fully stocked logistics center in Wisconsin, the company is well positioned to respond rapidly to new orders and provide a full range of support, including parts, accessories and technical support.
Early Rider is integrating its full product catalog with Workstand, the leading bicycle retailer commerce platform, making it easier than ever for dealers to stock and sell
Early Rider bikes in store and online.
The brand has invested heavily in building awareness through substantial PR efforts. In 2024, Early Rider was featured in a wide range of national and specialist publications, including Wired, CBS News, Fox & Friends, Forbes, Parents.com, Two Wheeling Tots, and Rascal Rides. These efforts will ramp up further this year, reinforcing the brand's positioning and driving consumer demand to retail partners.
Retailers interested in carrying Early Rider or reps interested in learning more about available territories can reach out to James Beechinor at james@earlyrider.com to set
up a discussion.
For more information on Early Rider, visit earlyrider.com.
