Electrify NZ buys competitor

Electrify NZ has become the country’s largest specialist supplier of electric bikes, as demand for e-bikes has grown 25 times during the past six years.
Under the trading name of Urban Cleantech Ltd, Electrify NZ has bought competitor Electric Bikes New Zealand, the country’s longest established e-bike supplier.
That means Electrify NZ has more than 70 independent suppliers nationwide and a franchise retail operation of eight stores.
Electrify NZ founder Michael Tritt says Customs’ import figures and other data suggest that during the last six years imports have skyrocketed from about 2000 a year in 2014 to 50,000 in 2020.
In line with the rapid growth, Tritt says Electrify NZ, which sells only e-bikes and related accessories, doubled its sales in the last financial year.
Electrify NZ’s goal is to make everyone
a cyclist and Tritt says e-bikes have the power to do that because they make cycling accessible to anyone who knows how to ride a bike.
“Distance, hills, a sweaty commute to work. All those barriers go away with an e-bike and New Zealanders have cottoned on to that,” he says.
The company distributes several major international brands including KTM, Haibike, Magnum, Gocycle and Gepida, and its own locally designed Black electric bikes.
The acquisition of Electric Bikes New Zealand will see Electrify NZ also take
on Smartmotion, New Zealand’s most established e-bike brand, as well as British Wisper electric bikes.
The industry has faced real challenges in recent months, as COVID-19 takes its toll on international supply chains.
But Tritt says Eldectrify NZ’s inhouse brands, designed in New Zealand and made in China, have helped shield the company from some of the turmoil.
“Some bikes we ordered from Europe two years ago still haven’t arrived but our in-house brands…mean we have a fairly solid supply chain,” he says.
“Our purchase of Electric Bikes New Zealand and the taking on of their in-house brand Smartmotion, also designed here in New Zealand, will help give further certainty to our supply.”
The deal will see Electric Bikes New Zealand founder Anthony Clyde join Electrify NZ in advisory and design capacities. “In many ways, Anthony is the person who started and drove the e-bike revolution here in New Zealand and we’re excited to have his expertise on our team,” Tritt says.
Clyde says the acquisition is a logical progression for Electric Bikes New Zealand.
“Our focus has always been on designing and distributing bikes that meet the needs of New Zealand customers.
“And with Electrify NZ’s trading company Urban Cleantech being 100% New Zealand owned we know that the customer focused values that have driven our success will be continued into the future,” he says.
“With this sale, I’m looking forward to focusing on e-bike design…which is where my passion for e-bikes began.”