Next-Level Creativity
MAAP was launched in Melbourne in 2014 by two founders that come from different disciplines and industries such as graphic design, fashion and technical apparel design, but were bound by their love of cycling. Speaking with Alasdair Fenning, VP of Retail at MAAP, RLI took the opportunity to better understand what it is the business brings to the market.
The premium cycling and apparel company MAAP is focused on blending performance, sustainability and fashion-forward design. They create technically advanced gear for ambitious cyclists, emphasising ethical manufacturing and durability.
Today they operate 10 LaBs (the brand’s retail concept which stands for Life around Bikes) in major metropolitan cities around the world: Amsterdam, Berlin, Hong Kong, Los Angeles, Melbourne, Seoul, Shanghai, Singapore, Sydney and Taipei.
MAAP LaB Sydney opened its doors to the public in November of last year. It took a long time to come to fruition after they initially discovered the site in 2023. For the Co-Founders though, the wait was worth it as the location epitomises the LaB ethos: centrally positioned, perfect for riding and in close proximity to like-minded brands (fashion, streetwear and food). So, despite some frustrating setbacks, they were willing to wait out the delays and are ecstatic with the end result.
In addition, MAAP LaB Shanghai launched in December and while China is a relatively new market for the company, it is becoming increasingly important. The move to a full LaB came after testing the waters in the market with a pop-up shop early last year. The positive reception from the local community and strong sales convinced them to return to Shanghai in a more meaningful and permanent way.
“When done correctly, retail can solidify your place in a competitive space and our focus is on significant investment in markets that we see the most potential in. Growth is not the only aim, deeper connection in select markets is how we look to succeed,” comments Alasdair Fenning, VP of Retail at MAAP. “Currently we have active searches underway in Miami, London and Munich and alongside this there is a long list of potential locations that are of interest to us.”
Their partnership with Jayco Alula on the cycling WorldTour is driving innovation and new performance-led products will be added to their commercial offering as a result. Customers come to MAAP largely due to the design and aesthetic of their graphic products, leaning into this presents an opportunity to offer their customers more opportunity to wear their style both on and off the bike.
With their LaBs serving as a constant reminder of their purpose, the business seeks to recruit team members who are not only passionate about the sport of cycling, but also have a wider connection to the cultural elements of their city. Fenning feels that the overall quality of the retail experience comes down to the quality of their teams and their ability to foster engagement.
“Providing a consistent customer experience across such varied markets is a rewarding and significant challenge. Through concept and a clearly defined goal for how we represent our brand in a physical sense, we hope to meet the expectations of our customers.”
Having grown up in the social media and e-commerce age, MAAP’s adjustment is to the needs of physical retail rather than the other way around. They remain focused on the customer regardless of the channel that they come into contact with them through. There is a tangible care and pride in the brand which comes through in the level of finish in their products, their stores and also in the team members who represent them.
“Providing a consistent customer experience across such varied markets is a rewarding and significant challenge. Through concept and a clearly defined goal for how we represent our brand in a physical sense, we hope to meet the expectations of our customers.”
The company has always cared deeply about sustainability and this can be seen in their extensive use of recycled fibres, their partnership with Bluesign and their Offcuts program amongst other examples. As they remain acutely aware of the level of diligence required to make a meaningful impact beyond the headline, they have recently appointed a Sustainability Manager to inform their targets and areas of focus moving forward.
Operating in the competitive world of retail, MAAP maintains customer loyalty and builds their community by balancing the focus on their own identity with the push for high standards that comes from competition.
Fenning highlights that going “off the front” (a cycling term which refers to taking risks and potentially even going it solo, in order to win a race) is a brand value but it is also a constant state of mind. He says they have certain aspects of their business that present a competitive advantage, but they cannot stay still in those areas in the same way that they are hungry to improve their opportunities.
Having grown and expanded a lot in a short space of time, what does he feel is the ethos of MAAP?
“For us, it will always be about next-level creativity, performance and impact. It is not about crossing the line first; it is about inspiring others to accelerate and realise their best. One ride at a time, we are striving to cultivate a better world and more vibrant future for the sport. We create, push the pace and revel in the challenge.”
Within cycling there are a myriad of choices for the consumer and beyond that there are sports competing for people’s time and attention. This is the greatest challenge that faces the company. Sports such as running, climbing, golf and cycling all speak to a like-minded audience and have seen a significant number of emerging and heritage brands adopt successful strategies for customer engagement.
“As we look to grow our global network of LaBs, we find ourselves in less familiar markets. Increased barriers to entry, less local resources and experience and new community behaviour will all require careful planning and strategy as we continue to expand,” Fenning concludes.
