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05 Apr 13

Oxford bikes rule

Oxford Limited has signed IGS Corporation Ltd to create an Oxford bicycle range under its Rule Bikes brand. First introduced at Brand Licensing Europe last October by Oxford’s agent Performance Brands, the resulting five year global deal will see Oxford branded bicycles and accessories sold through specialist retailers – in store and online.

"Many of our students choose the bicycle as their preferred method of transport in and around Oxford which makes the signing of this license all the more relevant to the Oxford brand,” commented Chris Evans, MD of Oxford Limited. “The retro look of the bicycle together with the quality of the materials used and production techniques provides a good match with our brand values of heritage and excellence.”
Rule Bikes Ltd produces fashion bikes with a number of licenses, including; Angry Birds, Star Wars, Moshi Monsters and Sony. Established in 2011, they were the only bike brand to hit the UK Fashion Week catwalk that year. Rule Bikes are working with Oxford Limited to develop bikes and accessories that fit within the classic design and style of Oxford’s heritage so widely recognised throughout the world.

Martin Richards, Managing Director at Rule Bikes Ltd couldn’t be happier: “We are delighted to be in collaboration with Oxford University to bring to a global audience a range of bicycles and accessories that exude style and glamour whilst still delivering core quality values. Our all new product range will launch later this summer around the world and we firmly believe the Oxford brand will be well received by all consumers. This is a truly unique opportunity for both brands.”


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