Ribble Cycles has launched its new website, www.ribblecycles.co.uk, which features a updated version of the retailer's online bike-builder tool.

The cycle retailer and manufacturer, based in Preston, offers bespoke products for customers in the form of specifically customised carbon road bikes.

The updated customisation technology allows consumers to fully personalise their carbon road bike by choosing from a wide range of frames, components, add-ons and extras. The website – which was developed by Vortex using the Magento eCommerce platform  is now also responsive, with improved user experience and navigation.

Ribble also supplies high-performance bike parts from global cycling brands, including Shimano and Campagnolo.

The retailer has also made two appointments to its executive board – Jon Owen as CEO and Matthew Lawson as chief digital officer.

Lawson said: “Ribble Cycles is truly paving the way in terms of creativity, customisation and innovation in our sector, and this is mirrored in our new website and our customers’ improved online journey. The new site is revolutionary for the biking community due to our bike builder tool, and overall is much smarter and user-friendly, making product personalisation as easy as riding a bike!”

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Vortex