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How Le Col is set to expand into US market through Amazon

Le Col: pedalling to America

Performance cycling apparel brand Le Col, beloved by Britain’s most decorated Olympian Sir Bradley Wiggins, is set to expand sales to the lucrative US market using Amazon.

The brand is working with ecommerce agency Fluid Commerce, which is providing strategic expertise with Amazon’s sales platform to assist Le Col with the international expansion. 

Former GB cyclist Yanto Barker founded Le Col in 2008 with the ambition to create the best performance cycling apparel, and this goal remains central to the development of Le Col kit. Sir Bradley Wiggins chose Le Col to release his own range of classic Wiggins-designed apparel because he believes that “Le Col is the best performance cycling kit on the market.”

Andrew Longley, Digital Director of Le Col, explains: “We have always sold direct to consumers and have built a strong market presence in the UK by doing so, however, we never sold through an online marketplace before. When we made the decision to enter the US, although we made good progress with the direct-to-consumer model we believe that amazon offers incrementality by providing a way for us to reach new customers during the product discovery phase, it also allows us to improve our delivery proposition to existing customers using prime service.

“Fluid Commerce really impressed us from the outset. Their in-depth knowledge of Le Col and extensive research and analysis really showcased their experience with the Amazon platform. Since the team started on our Amazon strategy, we have seen a continuation of their expert knowledge, efficiency and delivery of a marketing strategy that I’m confident will enable us to grow our US market share and develop a significant sales channel with amazon in the long term.”

Using their expertise and knowledge of Amazon, Fluid Commerce will increase awareness of the brand in the US and ultimately drive sales through Amazon’s marketplace with a full-service marketing and advertising strategy.

Adam Hindle, managing director of Fluid Commerce, adds: “We are thrilled that Le Col came to us for assistance in establishing an entirely new sales channel in the US. Using a combination of Brand Store development, organic listing optimisation and paid advertising, we will help them to not just enter this exciting market but also to conquer it via Amazon’s marketplace.

“Since launching our Amazon services in 2019, our highly skilled team has quickly been recognised as one of the best in the UK, becoming an Amazon Ads Partner earlier this year. Our expertise in building and managing Amazon online stores means we are best placed to help Le Col with their strategy. There is huge potential in the US market for Le Col and we are excited about this partnership.” 

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