Complimentary Products
Maywood Cycles + Apidura: Two British brands, one complete bikepacking ecosystem
Maywood Cycles
Apidura (Api + Dura)
Product Synergy Opportunities
Maywood adventure bikes pre-fitted with Apidura bags. Complete "ride-away" solution for bikepacking customers.
Exclusive Apidura e-bike bag series designed for CYLO X dimensions. First-mover in e-bike bikepacking segment.
Apidura point-of-sale in Halfords, Decathlon, REI alongside Maywood bikes. Increase basket size.
Complimentary Business Principles
Shared values that make partnership natural and authentic
Sustainability as Core Strategy
- UK assembly (low transport footprint)
- 150-year durability legacy
- Targeting 50% waste reduction
- Solar PV investment planned
- B Corp certified (2022)
- PFA-free since 2015
- REVIVE circular program
- 100% recycled packaging
Built to Last Philosophy
Shared Belief: Products should outlast trends. No seasonal collections. No planned obsolescence. Quality that creates loyalty.
Innovation Heritage
Anti-Trend Business Model
"Strong performance and genuine progress can coexist."
A principle both companies embody
Complimentary Teams & Cultures
People who understand adventure, craftsmanship, and purpose
Founder-to-Management Connection
- Arctic Ocean to Pacific touring
- Tour Divide competitor
- Started from kitchen table
- Built brand on authentic experience
- INSEAD lecturer & mentor
- Diverse C-suite (5 executives)
- Guided by Tori as coach
- Learning her entrepreneurial lessons
- Building on 150-year heritage
- First 100 days transformation
Cultural Alignment
Apidura: Mismatched furniture, exposed ceilings, <30 people. Maywood: Assembly floor focus, 210 craftspeople, hands-on leadership.
Both brands built by enthusiasts for enthusiasts. Authentic stories > advertising spend. Tour de France heritage meets Tour Divide credibility.
Tori's passion for mentoring aligns with our commitment to developing talent and fair wages. Partnership extends beyond products.
Team Sizes (Agile Partners)
The Proposition
Two British brands. Shared values. Complete bikepacking ecosystem.
From the bike beneath you to the bags that carry your adventure.