In a strategic move to bolster its global presence, British children’s bicycle brand Early Rider has appointed Mario Herbold as Chief Operating Officer and Janine Bessen as Head of Global E-Commerce. These appointments are set to enhance the company’s international retail network and support its ongoing expansion.
Mario Herbold: Chief Operating Officer
Herbold brings over a decade of experience in the cycling industry, having served as General Manager at Pon.Bike Performance GmbH and holding a significant tenure at Canyon Bicycles GmbH. At Early Rider, he will focus on strengthening global operations and supply chain management, ensuring timely product availability across markets and providing exceptional service to retail partners.
Janine Bessen: Head of Global E-Commerce
Bessen joins Early Rider from Austrian children’s bike brand woom, where she led global e-commerce and CRM initiatives. In her new role, she will spearhead Early Rider’s digital strategy, leveraging online channels to increase brand awareness and reach a broader family audience, thereby supporting the brand’s growth across both direct and retail channels.
Leadership Insights
Andy Loveland, Founder of Early Rider, expressed enthusiasm about the new appointments:
“Bringing Mario and Janine into Early Rider is a significant step for us. Between them, they bring experience from some of the most respected businesses in the bike industry. Mario will make sure we have the operational backbone to support our growth — getting the right products to the right places at the right time. Janine will help us reach more families around the world, build awareness of Early Rider and create demand across our markets.”
Loveland emphasized the importance of retail partnerships in the company’s growth strategy:
“Our retail partners are a big part of how families discover and experience Early Rider. As we grow, we want to be an even better partner to them, with greater availability, strong service and more customers looking for Early Rider.”
Reflecting on Early Rider’s 20-year journey, Loveland noted:
“We’ve spent 20 years obsessing over making the best possible bikes for kids. Mario and Janine bring the experience we need for the next stage of the business without losing what makes Early Rider different.”
Looking Ahead
As Early Rider celebrates its 20th anniversary, these strategic appointments underscore the company’s commitment to expanding its international footprint and enhancing its product offerings. With Herbold and Bessen at the helm of operations and e-commerce, Early Rider is poised to navigate the evolving global market, ensuring that its innovative children’s bicycles continue to inspire and delight families worldwide.