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Razor goes full-throttle with UK supply in wake of Re:creation administration

It’s a full-throttle Christmas and beyond for the Razor brand this season and for 2020, as the firm underlines its strength of position in the wheeled goods market, despite news last week that its distribution partner, Re:creation was entering administration.

Speaking with ToyNews, James Dobson, EMEA sales director for Razor has said that while it is with regret it sees its UK supplier wind down operations, the Razor brand itself is “in a great position to continue to reach consumers ahead of Christmas and into 2020.”

Razor is to now adopt a “hybrid and flexible” distribution model for the UK and Ireland market, and has stated that its immediate focus is to “guarantee and ensure the seamless supply for consumers during Christmas, while continuing to present an exciting range of new products and support programmes for 2020.”

Dobson told ToyNews: “As you would expect, we are either in direct supply, or in very advanced discussions with retailers, distributors, and agents as to how we can provide an optimum supply chain for 2020 and beyond.

“Nothing is standard. We will adopt a hybrid, flexible distribution model that will place the broadest range of products, at chosen points of contacts for consumers, at the most competitive price.”

A wheeled goods brand with 20 years in the market and distribution across not only the US market, but some 100 countries in EMEA alone, Razor looks to be in a dominant position on a global scale.

“We are in a really good place, we are loving where we are globally, and the fact that our UK distributor has – with regret – gone into administration, just gives us an opportunity to welcome and integrate the UK and Ireland channels back into our EMEA distribution model,” added Dobson.

With its UK supply office based in Devonshire, Razor holds firm that it understand the unique structure of the UK market and its current retail landscape.

“We are here, we have an established UK office, and are incredibly well-financed from our US head office, so we’re in a good place,” said Dobson. “It’s very sad about what has happened to Re:creation, but it won’t affect the Razor brand, and it shouldn’t affect our customers who we are here to support.”

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