Feridax (1957) Ltd

General information

Established in 1957, Feridax has grown steadily year-by-year, becoming the UK’s largest independent value-added pure wholesaler and brand marketer into the motorcycle clothing and hard parts markets.

With a workforce of more than 30 employees and eight full time Account Managers, Feridax currently services more than 1,200 dealers across the UK, Ireland and the Channel Islands from their Halesowen headquarters.

With office space of more than 40,000 square feet built across a 2 acre plot, there is both room for the high stocking levels that Feridax is renowned for - as well as any future expansions as the business continues to grow.

Feridax promote a belief in the long-term purchasing influence of premium, high quality products which continues to inform the ongoing portfolio development. The philosophy across the whole business is one that world class brands and high quality aspirational products should be readily available to all uk bikers, across all price points. It is also a belief that these high quality brands, retailed with consistent pricing prove a long-term benefit to dealers who wish to grow their business with world renowned brands providing the best margins.

This constant ideology is borne out by the current Feridax portfolio, which includes more than 14,000 lines of accessories and clothing products - this supports the strapline of “Helmets to Hard Parts”.

The current portfolio boasts such renowned names as Shoei, Sidi, Caberg as well as the consistently growing own-brand Spada clothing, to everyday hard-parts like NGK, Petronas Lubricants and Bike Care products, Coocase Luggage, RKChains and Yuasa and Poweroad Batteries - many of which are distributed exclusively by Feridax - With a total commitment to supporting the full rider experience within the dealer showroom.

Feridax is also immensely proud to welcome the well renowned Germany Security Brand, Abus to its portfolio. Coming on board in early 2012 and our most recent addition Lazer off-road helmets.

Of course all these brands mean nothing without the long-term support that Feridax offers its dealers, which includes an award winning website (Best Consumer Website - British Dealer News), dedicated year round product training, tiered discount structures, a team of eight full-time account managers supporting dealers and assisting with their day-to-day requirements. An ongoing upgrade of the complete shopfit portfolio began in 2011 and is continuing into 2012, with a wider gamut of instore materials planned.

Consumer, brand-led marketing remains of utmost importance to Feridax with a year-on-year increased spend, which will support in providing high visibility consumer press advertising as well as dedicated Feridax owned and developed web sites, such as shoeiassured.co.uk, cabergcares.co.uk and spadaclothing.co.uk (which has an industry first ‘click and collect’ feature) to support - by improving footfall - the dedicated dealer networks across the UK and Ireland.

Product placement and sports sponsorship also remains a high priority for communicating brand values, with Shoei in particular being worn by the last six BSB winners, including last year’s winner Tommy Hill and TT legend John McGuinness wearing both Shoei and Sidi products. 2011 also saw a succesful return to consumer shows with both Motorcycle Live and London’s Excel show attended by exclusively distributed brands Shoei, Sidi and Petronas. These were well received by both the dealers and public alike.