• Five years after cofounding Bicycles Online, James van Rooyen has been busy setting up Entity, which he launched to the global market at this year’s Eurobike.
    Five years after cofounding Bicycles Online, James van Rooyen has been busy setting up Entity, which he launched to the global market at this year’s Eurobike.
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Sydney based Australian James van Rooyen has been designing a new P&A range which will have global distribution.

James is co-founder of Bicycles Online which distributes Polygon bikes in Australia.

Polygon is an Indonesian vertically integrated company that manufactures, distributes and retails, including through a chain of brick and mortar stores in Indonesia.

Rather than simply create a Polygon branded P&A range, the new line has its own brand, Entity.

“It is separate from Polygon and probably similar to Syncros for Scott,” James explained. “It’s really to take advantage of the distribution that Polygon has got throughout the world, mainly in South East Asia.

“We cover everything from shoes, helmets, lights, locks, pumps, clothing, as well as a few accessories. It’s not a huge range. For example we have five different helmets and three different shoes. We’re really pitching at that mid-tier, certainly not at the bottom end.

“We’ve had quite a lot of interest at Eurobike everywhere from Israel to Spain, Russia and Eastern Europe. We act like a cooperative. Everyone puts their orders in together and then we send our orders off to the factory. We then split the order from the factory and ship them out to all the different distributors.

“We do all the design and spec in Australia. Obviously the production these days is all done out of Asia, however we really wanted it to satisfy Australian conditions. Australia has perhaps some of the toughest conditions whether it’s inner city to Tasmania to the Northern Territory. We want the products to be able to withstand all of those conditions,” said James.