BikeBiz Bicycle and cycling retail news
After six years of development, the Newlane foldable helmet has made a positive impact for the UK-based business, which has seen strong sales of the innovative product, especially among urban cyclists.
Following its launch last October, “thousands of city riders have embraced the product”, which is available online at a growing number of independent UK bike shops and Selfridges. Growing the retail footprint further, the helmet will soon also be listed with Halfords.
Produced in Birmingham, the Newlane is built around a foldable design that ensures it’s really easy to put into any bag – addresses a common issue faced by commuters, share-bike users and casual riders: the inconvenience of carrying a bulky helmet when not in use.
To date, “more than 100 Newlane customers have reviewed the helmet, collectively giving it a rating of 4.8 out of 5.”
With a unique design, the Newlane team have developed and delivered a helmet that has strong appeal for the growing number of people using 2-wheels as their preferred means to get around towns and cities.
Newland co-founder Dominic Cotton comments: “Head protection can be a real challenge for city cyclists who don’t want to carry a helmet around. We designed the Newlane to be a game-changer, combining safety, convenience, and style in one innovation. Early signs are that people love what we’ve created. We’re overjoyed with sales numbers and customer feedback.”
Bike share schemes embracing the folding helmet
One of the earliest wholesale orders was made ahead of launch by Brompton Bike Hire, who will soon be offering the Newlane to their premium subscription members.
Forest, the UK hire bike provider, is also promoting the Newlane to their growing customer base.
Brand awareness and new retail partner opportunities
Newlane has successfully built awareness through high-impact social media content, generating more than 10M views across Instagram and TikTok.
Utilising that social media engagement, the business is now looking to increase the number of local bike shops it works with, where it can drive prospective customers into stores, enabling people to try on before buying.
Retailers interested in stocking the £89.99 helmet can sign up at the brand’s website or contact dom@wearenewlane.com / 07767 686632.
