Razor announces major reorganisation of UK distribution

Published on: 13th December 2019

The news comes after longterm Razor distributor Re:creation announced it was entering administration last week. 

American scooter manufacturer Razor is poised to begin a major UK distribution push after its longterm distributor Re:creation entered administration on Friday 6th December. Having worked closely with Re:creation for 19 years, building a solid brand and a hugely loyal fanbase, Razor – which currently supplies 100 countries across the globe – finds itself ‘turning on a dime’ to keep the supply line uninterrupted for Christmas.

“We’re adopting what we’re calling a Hybrid Flexible Distribution Model,” explained James Dobson, sales director EMEA at Razor. “One size doesn’t fit all anymore, and route to market isn’t just manufacturer direct or distributor direct. What we have to be is adaptive and aware. We’re in advanced discussions right now with top distributors, moving forwards with a model that will see us go direct with certain accounts, through distributors with others, and have agents elsewhere. It’s the only way forwards.”

“The demise of Re:creation is obviously incredibly sad,” added James. “We are disappointed for everyone at Re:creation; there is no good time for these things to happen but right before Christmas is particularly difficult.”

With EMEA distribution planned in for 2020, and 15 new wheeled lines being launched from 1st January onwards, Razor finds itself in a strong position from which to make the best of a bad situation. In addition, two of its products have been nominated for the 2020 TOTY (Toy of the Year) Awards. Razor will be at Spielwarenmesse from 29th January – 2nd February, showcasing its lines from its impressive stand in Hall 7.

James finished: “If we’re being real, exchange rates, consumer confidence and political uncertainty have brought us all to the lowest possible base; from here on in, everything is on the up. We’re full of excitement and ready to start supplying the UK.”


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