Solé Bicycles, a trendy American brand of fixed-gear bicycles, has started exploring several European markets following the opening of a regional head office in Finland earlier this year. The company has begun by setting up distribution in the Nordic countries and holding talks with potential partners in Germany, the Netherlands, Belgium and France.
Solé has been enjoying much exposure in the U.S. since it was launched there by two college students in 2009. The brand is emphasizing the quality and affordable price of its products, but much of the attraction comes from Solé's particularly stylish design, in line with the retro trend for urban bicycles.
Another distinctive aspect is that Solé is sold only online in the U.S. market. The same will apply for the U.K. early next year. Solé Europe wants to team up with wholesalers and retailers in the U.K. and other European markets, however.
Solé has sold more than 10,000 bicycles so far around the world and expects to sell another 10,000 units next year alone, as it expands into Europe and then Latin America, from Brazil to Colombia and Mexico. It will also launch two new ranges next year, a city utility commuter and a beach cruiser.
Solé Bicycles Europe is headed by Väinö Kaalikoski, a young Finnish executive who comes from unrelated consumer product industries and retailing. The chief operating officer and chairman of the board is Jeri Luhtanen, who has spent many years at his family's company, the L-Fashion Group, owner of Luhta, Rukka and other brands, with retail interests in Finland.
