Own brand scooters and ride-ons fuel double-digit growth at MV Sports

MV Sports has seen a surge in demand for its own-brand ranges of products, including Stunted, uMoVe, and Hedstrom across a year in which the outdoor specialist saw a double digit consumer sales growth driven by parents and families in lockdown.

According to the firm’s joint managing director, Phil Ratcliffe, domestic sales ‘performed exceptionally well,’ over the course of 2020, who stated that ‘some customers posted huge growth’ across the portfolio ‘in a year that benefitted agile online traders.’

Recognised for a line-up of bikes and ride-ons based on some of the biggest entertainment IPs in the family and kids’ space, Ratcliffe told ToyNews that key drivers for the firm’s past 12 months were actually its own brand products.

Parents and families in lockdown drove sales across its product range that now spans outdoor play and activities, football, and stunt scooters. Meanwhile, a shift in the past year’s blockbuster film roll-outs saw online and YouTube driven properties take on a larger role within MV Sports’ licensed segment.

“We expect the increased demand to continue as the current lockdown extends out to June and parents want to keep kids active at home or local, close by with their families,” Ratcliffe said. 

“Our order book is much higher than it was at the same period in 2020 and consequently we expect to have another successful year; notwithstanding the current challenges surrounding the supply chain which are affecting all importers at the present time.

“Possession of stock will be the key to success for ourselves and for our customers this year.”

Ratcliffe has previously been vocal in his expectations for the e-scooter market, which “will be set to explode once they are legalised” here in the UK. As such, it is currently a core focus for the company, as well the development of products around new licenses based on some of the biggest digital and YouTube properties of the moment.

“We have seen considerable disruption in new movie production and TV scheduling, so part of our licensed strategy to drive what is already working and invest in new properties where there is a consistent and sizable online following or toy success, such as Baby SHark, CoComelon, and Kindi Kids,” said Ratcliffe.

“Our new range of Brandelised Banksy’s Graffiti products are a perfect match for our stunt scooter, skateboard, and BMX ranges.”

MV Sports will now focus on repeat performance for 2021 as it looks to drive its brands with a “greater focus on and investment in enhanced digital content” for both its customers and consumers in the form of social media activity.

“We are the one stop shop for all things wheeled and outdoor with an unrivalled mix of licensed, own brand, and own label opportunities in a sector which is experiencing a strong upsurge in demand,” Ratcliffe concluded.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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