Motorcycle and bicycle accessories firm Oxford Products is revving up to celebrate 50 years in business

If you travel on two wheels, engine or pedal-powered, it’s almost inevitable that you’ll have bought something from Oxford Products. 

The Witney-based business, which is celebrating 50 years this year, sells more than 12,000 motorcycle products, the vast majority designed and tested (exhaustively) at its Witney headquarters.

From handlebar muffs which keep hands toasty-warm to its full range of motorcycle rider wear (for men and women – much of which looks as fashionable as branded clothing from high street retailers, despite having to meet rigorous UK safety rider clothing regulations), new products even include a foldaway camping chair and stainless steel firepit for those who fancy a two-wheeled camping trip.

Employing around 140 members of staff (and always looking for more), with a turnover tantalising close to £50 million (boss Andrew Hammond is confident of smashing this target in 2023), Oxford Products’ goods are now sold all over the world. 

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And its international business is growing, – the Witney warehouses hold huge pallets ready to ship to Singapore, the USA, France, Germany – even Ukraine.

The company was established in 1973 by chairman Alec Hammond who, at the age of 28, decided to do a spot of moonlighting, selling motorcycle accessories out of the back of his car, while employed as a sales manager in the pharmaceutical industry. 

The after-hours entrepreneur was so successful he bought a transit van and said adios to the day job.

In 2001, he handed the day-to-day running of the business over to his son Andrew, now 51, under whose watch the family business has continued to grow organically, and through targeted acquisition. Its range includes everything from helmets and armoured clothing to motorbike covers and thousands of accessories to make motorcycle riding even more fun than it already is.

Helping the nation keep on the road during Covid

The company’s design office is full of clothing and accessory designers, most of whom ride motorcycles themselves (which is where the idea for its new firepit and camping chair came from after some of the team returned from a camping weekend complaining that they didn’t have all the kit, so they designed and produced what they wanted themselves). The business has invested significantly in research and development – last year expanding into a new building, which includes a full product testing facility and is a five minute walk from its Witney HQ building.

Even Covid couldn’t keep the business down for long.

“At the start of lockdown, we wondered whether we would have to lay staff off,” said Andrew. “We’d made a profit in the previous two months, which we reckoned could fund us until the end of June. Then furlough was announced. It wasn’t so much that we were worried about being able to pay our staff, more that we didn’t want brain drain. Recruitment is hard enough at the best of times – we didn’t want to lose all our great people.”

He needn’t have worried. While initially sales slowed, by the end of that first May they’d shot up again. 

“People dusted off and fixed their old bicycles and bough new ones (where they could). All our stock sold out and our bicycle accessories business doubled overnight. It would have done more if we’d been able to increase our stock. It was crazy.”

Andrew is as much an entrepreneur as his father and decided to temporarily expand the company’s product range into selling complete bicycles. 

“We found a manufacturer in Poland and imported as many as we could. We sold £1 million worth of bikes over 2020 and 2021 – bicycle retailers took anything we could import.”

Like every other company during Covid, Oxford Products discovered the rules of business had adapted. “All global travel was cancelled, as were bike shows,” said Andrew. “We saved huge amounts on marketing and point of sale, and the business saved 35,000 litres of fuel because our sales team couldn’t travel.

“Sales were up, and margins were also off the scale because we’d saved so much in costs.”

The inflated profits lasted two years, but by last year life had returned to normal. Some things, however, have changed for good. “We have returned to visiting customers and our factories in Asia but do fewer trips and follow up on Zoom. We can’t abandon these visits because we need to keep a close eye on product development and production,” said Andrew.

If a business does well, it should share its success

With Covid (hopefully) in the rear-view mirror, but the cost of living rising, last year Oxford Products saw some staff struggling and decided to give everyone £150 extra a month, which lasted all year. This was on top of a head office bonus scheme which is offered to everyone – from warehouse staff to those in the offices – when sales rise.  “Our sales team have a well-defined bonus and target structure, but we want to reward everyone. If a business does well, we think success should be shared,” said Andrew. 

Andrew’s management style is collaborative and motivational. “My board of directors have been with me for more than 20 years and we have grown this company together, but I am proud of everyone here.”

As we walk around the warehouse, he points out Karen who is Oxford Product’s best picker. “She only joined a few years ago – her daughter works in the finance team – and she’s given some of our younger pickers a run for their money.”

What’s his advice for would-be managers? “If you’re a worrier, you’d be a wreck. I’m able to box things off. Today something will go wrong in this business, perhaps in the warehouse, perhaps in the offices. That’s life. We manage the situation and I’ll have another cup of tea.”

The rise in delivery drivers means business for Oxford Products

While car sales are slowing, motorcycle sales continue to tick over, and Oxford Products grew again last year. 

“One area where we have expanded is with delivery drivers,” said Andrew. “Tens of thousands work for companies such as Deliveroo or Just Eat. Almost every one of them will have our heated handlebar grips and many have bought other kit, from garments to helmets.”

When food delivery first launched in the UK, new riders bought the cheapest kit they could, but soon realised it was a false economy. “Accessories need to be waterproof, warm and protect them better so riders are buying better kit,” said Andrew. “They are also buying communications systems and higher quality locks to stop their bikes and scooters getting stolen.”

Another growth area is catering for increasing numbers of women riders. “I reckon we will sell around £2 million in women’s clothing this year. 

“Some retailers haven’t yet cottoned on to that growth and don’t dedicate much retail space to it. They may have a poor display and little choice. A potential buyer leaves the shop without buying anything and the retailers says it doesn’t sell. Not surprising. A better- informed retailer will give more space and reap the rewards.”

The recession also offers opportunities. “Some young people will trade in their car, which is expensive to run, for a bike on which they can still get to work.”

The future is bright for Oxford Products, and Andrew is as enthusiastic about the business as ever. “We are expanding our market share and diversifying into new areas where we see demand. We’re celebrating 50 years and looking forward.”