Industry News 6/10/2011

B$Z: GRAPHITE Agency To Support Electra on Brand, Retailer Initiatives

GRAPHITE Agency To Support Electra on Brand, Retailer Initiatives

GRAPHITE, a brand strategy and design agency based in Los Angeles has been hired by the Electra Bicycle Company to produce 2011 brand, retailer initiatives. In a soon-to-be-announced campaign, GRAPHITE and Electra will visit key accounts across the country next month.

“GRAPHITE has an exceptional understanding of the Electra brand, our channel and our consumer. They are the perfect partner to help us take our brand marketing efforts to the next level” commented Skip Hess, CEO of Electra Bicycle Company.

“I was around to witness the birth of Electra firsthand. To be able to contribute to the next phase of a brand I have so much respect for is very exciting” said Sam Arellano, GRAPHITE co-founder and strategic principal. Prior to GRAPHITE Sam Arellano spent more than 15 years working in the bicycle trade.

GRAPHITE is a brand strategy and design agency located in Los Angeles. GRAPHITE believes brands should be championed from the inside out and that good design should permeate every aspect of business. GRAPHITE helps brands tell better stories.

GRAPHITE works with category leading brands in the convergent space of technology, sports, entertainment and fashion. Clients include Electra Bicycle Company, Roxy, Toyota, Nike and Incase among others.

To learn more about GRAPHITE, please visit

About Electra
Electra Bicycle Company is the leading brand in recreational cycling sales in the Independent Bicycle Dealer Network, showcasing over 200 models of Ticino™, Townie®, Amsterdam®, Cruiser and children’s bikes, all affordably priced. Electra is headquartered in Vista, California, with distribution in 25 countries worldwide.

The Electra “Way to Roll” is a movement that celebrates individuals around the globe who are taking action to make the world a better place through environmental conservation, social aid, education and artistic expression.

For more information about Electra Bicycle Company, please visit