Vello changes distribution model

Vello, the Austrian electric bike brand, has announced its transition from a distribution model to a dealer direct model, following in the footsteps of its success in mainland Europe. The brand has ended its deal with About the Bike as a distributor and will now offer its electric bike catalogue to retailers via a proprietary B2B ordering system, which offers retailers long payment terms and low minimum order quantities for easy transactions. Vello plans to expand its UK footprint by increasing its marketing activities, including regional-specific activations and exhibitions. The brand's shift to a dealer direct model has been successful in DACH and French territories, and Vello co-founder Valerie Wolff believes the UK presents an exciting growth market, particularly in the e-Cargo sector with the introduction of the Smart Utility Bike (SUB). The SUB is a versatile, low weight, and minimalist electric cargo bike, with the ability to carry a total system load of 210kg. Additionally, Vello has launched a new version of its popular Vello Bike+, with self-charging capabilities due to an in-built KERS system.