A Nuneaton-based e-bike manufacturer is targeting expansion into European markets after securing high-profile delivery contracts and rolling out a new payment model to boost accessibility for riders.
Eskuta, based at Bermuda Park Industrial Estate, recently struck a deal with delivery giant Deliveroo to supply its SX-250 e-bikes, with the company’s branding added to the vehicles to clearly identify them on the road and reinforce their compliance with UK regulations.
Alongside this win, Eskuta has also introduced a buy now, pay later option through finance provider Payl8r, enabling riders to spread the cost of their bikes through weekly or monthly instalments with no interest.
This has seen Eskuta’s sales increase by 20 percent due to customers having a more flexible way to pay.
Eskuta’s successes were helped by advice from fully-funded business support service Business Ready, run by the University of Warwick Science Park and funded by Warwickshire County Council.
CEO and founder of Eskuta, Ian O’Connor, has worked closely with business adviser Ian McFarlane-Toms to refine the company’s strategy, including its approach to major delivery firms and its new payment options.
Eskuta’s main e-bike, the SX-250, is fully compliant with British e-bike laws ensuring riders can operate legally without the risk of penalties, an issue that has become increasingly prominent across the industry.
By combining compliance with visible branding from major delivery firms and a subsidy from those firms to provide the bikes affordably to its riders, Eskuta is aiming to build trust among both riders and the wider public.
And Eskuta is hopeful that the European market – which has similar e-bike laws to the UK – will be a new area of growth for the firm.
Ian O’Connor said: “There’s a real sense that the market is shifting, and we’ve worked hard to make sure we’re on the right side of that change. For us, it’s about giving riders something they can trust and feel confident using every day.
“Seeing our bikes out on the road with brands like Deliveroo and Just Eat makes me proud. They were under pressure to show their riders are using safe bikes, and they’ve picked SX-250s to do that.
“And the introduction of flexible payments has been a game changer. It’s meant people who might have been locked out before can now get started and earn a living.
“Being able to speak with Ian at Business Ready has made this process much simpler. His advice on how best to win these contracts and introduce the new payment system has been invaluable.”
Eskuta is now aiming to secure a partnership with a European company that can service and repair bikes to the same standards as in the UK before looking to launch in the EU market.
Ian McFarlane-Toms said: “It’s been incredibly rewarding to see Eskuta evolve with such clarity and purpose. There’s a real determination there to do things properly and to build something that genuinely works for its customers.
“The team has embraced new ideas and shown a willingness to adapt, which is often what separates businesses that grow from those that stand still. You can feel the momentum building around them, and we hope our advice will enable them to crack the European market too.”
Ian O’Connor added: “We’re excited by what the future could look like. There’s a huge opportunity beyond the UK, and we want to approach it in the right way.
“For us, it’s about finding the right partners and making sure that wherever our bikes are used, they deliver the same experience and reliability people expect from Eskuta. That’s what will make the difference as we take the next step.”
Councillor Rob Howard, Portfolio Holder for Economy at Warwickshire County Council, said: “The Business Ready programme supports our local businesses with tailored advice, expertise and access to workshops, helping them to utilise a range of support to help them grow.
“This tailored support has helped Eskuta identify their strategy for growth to reach new markets and customers, this includes the introduction of an alternative payment method for their customers and their approach to enter international markets.”
