Tern Bicycles, headquartered in Taipei, Taiwan, has established Tern ZE, its first distribution office in Europe, based in Cologne, Germany, to support customers in the region better.
“Tern ZE moves us closer to the market and allows us much more focus when working with dealers and Tern customers,” stated Josh Hon, Tern team captain. “In today’s fast-changing market, the ability to react quickly is critical. We’ve seen the benefits of this focus and agility with our U.S. distribution company and we’re excited to bring the same advantages to Europe.”
Tern ZE will stock Tern’s full range of bikes, accessories and service parts and partner with i:SY GmbH & Co. KG to manage sales to the Tern dealer network in Germany, Austria, Belgium, the Netherlands, and Luxembourg.
“Tern and i:SY share a philosophy of designing compact bikes as practical, high-performance tools for daily riders,” stated Jessica Schumacher, managing director of i:SY. “By partnering with Tern, i:SY can expand its portfolio with a brand that aligns with our commitment to quality and innovation while offering dealers a broader range of products that cater to diverse customer needs and drive new growth opportunities.”
The company said Tern ZE will initially focus on improving product availability and speed of service by maintaining inventory levels of bikes, accessories and service parts in Europe. Tern ZE also expects to expand Tern’s Marketing, PR, and Business Development efforts in the region.
“Being closer to the market also enables Tern to better understand and address specific regional needs and explore new opportunities, such as commercial solutions, that further expand the brand’s reach,” the company said in a media release.
This transition also marks the end of Tern’s long-standing partnership with its previous distributor, Hartje.
Under the new sales structure, Tern dealers can continue ordering products through i:SY, ensuring a smooth transition and uninterrupted business operations.
To reinforce the company’s commitment, Jimmy Riddle, former product and brand manager for Tern at Hartje, has joined Tern ZE to continue his role as brand manager for Tern.
“Jimmy’s deep understanding of the brand will help facilitate a smooth transition and reassure dealers that their partnership with Tern will remain strong and independent under the new structure,” Tern ZE noted.
Tern ZE will also take over warranty and service support for Tern bikes already in the market for continuity with dealers and bike owners. Customers can continue working with local Tern dealers for service and support.
Hartje will continue to sell its Tern inventory through June 30, 2025.
Tern ZE will officially begin operations on July 1, 2025 with inventory to support dealers who should continue ordering through Hartje during the transition period. If inventory levels run low or additional support is needed, dealers can contact their i:SY sales rep or Tern ZE.
Image courtesy Tern Bicycles
