Fat Lad At The Back, the ‘community based cycling brand that focuses on creating an inclusive space for cyclists’, has reported a strong sales uplift over the summer. The company has announced that sales grew 223% over the summer – ‘due to lockdown and the government’s support in getting people back on the saddle.’
Welcoming over 3,000 more riders into its community, Fat Lad At The Back’s co-founder and ‘Original Fat Lad’ Richard Bye said “The number of new cyclists taking to the roads is tremendously encouraging. Whilst the country battles with the virus, it’s amazing to see so many people taking control of their health.”
Named after Richard’s nickname, ‘affectionately appointed to him by his cycling mates’, Fat Lad At The Back launched in 2014. It provides premium cyclewear ‘for all shapes and sizes of cyclist’ after an appearance on Dragons Den. The brand has since reported ‘consistently steady growth’ and now has a community of over 50,000 cyclists in over 80 countries.
When asked what challenges this has brought, co-founder Lynn Bye said “Predicting what stock is required always presents a big challenge for any retail business; but these last few months have brought even bigger issues and a heap of frustration.
“Like any other brand, we want to ensure our customers are able to get what they need when they need it but challenges throughout the whole supply chain, coupled with the comprehensive uptake in demand, has made these challenges even harder. Nevertheless, the growth we’ve seen has been really positive.”
Richard Bye continued “The mental health issues of lockdown are widely reported; and as I have experienced personally, cycling is a huge release for many people locked inside their homes. Cycling is one of the few things you can do without breaking any rules. An hour on a bike is an hour for yourself, regardless of how fast or how far you go, it’s still your time which can make such a difference.”
Supplying tops, jackets, shorts and a growing range of accessories in sizes ranging from 28” to 60” waist and 36” to 58” chest, Fat Lad At The Back notes that garments are based on actual waist and chest measurements, rather than the traditional ‘XL/XXL’ sizing.
The range is manufactured in Europe and the UK, using ‘high performance, Italian, technical fabrics that are breathable, sweat-wicking and quick-drying for optimum cycling comfort.’
A new range is launched every few months, with more colours and combinations being incorporated into the collection every season.
