BikeBiz Bicycle and cycling retail news
Urban mobility specialist Tern has announced the establishment of Tern ZE, its first distribution office in Europe.
Based in Cologne, Germany, Tern ZE (Zentrale) represents “a major step forward for Tern to better support customers in the region”.
Tern ZE will stock Tern’s full range of bikes, accessories, and service parts, and will partner with i:SY GmbH & Co. KG to manage sales to the Tern dealer network in Germany, Austria, Belgium, the Netherlands, and Luxembourg.
“Tern ZE moves us closer to the market and allows us much more focus when working with dealers and Tern customers,” stated Josh Hon, Tern Team Captain.
“In today’s fast-changing market, the ability to react quickly is critical. We’ve seen the benefits of this focus and agility with our US distribution company, and we’re excited to bring the same advantages to Europe.”
Tern on the move
2024 was a busy year for the Taiwan headquartered business, with new staff and new bikes making the news.
With the announcement of a new European distribution office it would seem 2025 has started as the old one finished – with a drive to positively shaping the future, ready to capitalise on, and create, new opportunities.
Whilst having a medium term vision is nothing new, few have been able to keep that on track in the current market. Revisiting news from the brands past year it is clear the business is pushing forward as it had planned.
As just one such example, a year ago this week the business announced two additions to its senior management team with Steve Gluckman joining as head of global product management, and Shirley Chen, as supply chain director.
Following the announcement, Josh Hon, founder of Tern said: “2023 was a challenging year for the bike industry but we’re very bullish on the future so we spent 2023 continuing to invest in our people and processes. Steve and Shirley adding their expertise to our already pretty good team will make us that much better at innovation and execution.”
