They sound like a reasonably ethical company. Good that they're training and employing ex-marines but...£600-£1500 for an average beach cruiser...Launched at London Fashion week, says it all.
I'm assuming that the fact they don't clearly state that it's actually made in Britain certainly suggests that it is merely assembled here.
Our frames are High 10 steel, these are more robust and give greater strength, flexibility and are harder to dent. The downside is, they are a tad heavier....Inner tubes are designed to withstand weights up to 20 stone...The (hub) gears are notoriously reliable! In fact many shops don’t stock them, as they rarely if ever go wrong.
This sort of thing is just laughable BS.
:Claiming that Sturmey Archer is a British brand is misleading at best. Perfectly good products, but hardly "the best of British" anymore.
:"Components are designed in Devon" but presumably manufactured and shipped from a factory in China, though they don't admit it.
:"90% direct suppliers" being British might be of some use to British parts wholesaling, but isn't helping the balance of trade or domestic manufacturing. Also it's not made clear if that 90% is of value, part numbers or finished product percentage.
:"These direct suppliers source from Britain, the EU and a variety of different countries." Well, that covers the whole world then.
:"10% of future profits to ...charity" At £600 retail, even at gross profit, this would probably only be around £20, net profit would be considerably less.
It's hardly anything new, not really "sartorial elegance, comfort and high quality". 18Kg cheap MIG welded "Hi-ten" steel frame, aluminium seatpin and bars, chromed steel rims, whitewalls, one size...a bog standard cheap cruiser assembled to order in the UK, with some added ex-army charity feelgood factor.
As someone who actually personally manufactures world class custom built products here, in a small British workshop, this marketing direction really pisses me off.
Pause, take a breath and ask yourself: "What would Rastamouse