Tim’s End of Year (2020) Review

Hello Herd, apologies it’s been a while since I personally posted anything. It’s been quite a year!

As I type, Boris is telling me (on the news that is, we’re not chums) that I’m now in Tier 4. Whilst that has come as a disappointing end to a tough year, one thing I now know that I didn’t fully realise coming into 2020 is that the SG Herd community will come through this together, and with as much cheer as possible.

Don’t get me wrong, we have always been aware that we have a strong audience base and we’ve always had a few “super fans” (you know who you are). But frankly, myself and the team have been blown away by the support we have received this year. So before I talk about anything else I really need to give you all a huge thank you! Whether you’ve bought from us, contributed to the newly formed Facebook Group, engaged in our Instagram posts and newsletters, entered our competitions, contributed to our charity efforts or even just casually perused the website – thank you so much for all your love and support this year, it’s hard to express how much this means to myself and the team.

Thank you!

Along with the rest of the cycling industry, 2020 has been a high growth year for us. The whole industry has seen new cyclists as well as a heap of people dusting off their bike from the back of the shed. This has translated into a significant uplift for us with double the amount of new members to the Herd versus what we saw last year. We also have tripled the amount of women’s kit sold this year which is great to see on the back of our “Best Womens Cycle Clothing Brand 2020” award we gleefully received in March.

Growth is great, but it brings with it certain growing pains like stock management issues and of course staffing. Honestly, keeping hold of stock has been our biggest struggle this year… it comes in, it goes out and some people are left disappointed. We have always run our inventory in a pretty lean way and will continue to do so but letting people down never feels good. So this year we added new features to our internal software including a machine learning algorithm for forecasting demand better. Hopefully this will become a useful tool as we continue to scale.

On the staffing side I’m delighted to announce that in November we picked up two new members of the team – Eimear D’Arcy and Mark Neck. Eimear joins the ever crucial customer service team. Customer service is our biggest asset and we intend to keep it that way. Mark joins as senior product developer and is already looking at some lovely new product lines that we hope to be releasing mid 2021. In January we have an additional member of the customer service team joining to help with the additional load we anticipate next year.

So what’s on the horizon for Stolen Goat I hear you ask?

Well, we have additional resources and as much motivation as ever before to continue on the path that we have been heading down for the last 8 years! Our goal is to inspire & empower you to find a little more freedom in your life. Freedom to ride / run / move whenever and wherever you want. And freedom to express your style as you go about it. Yes we have plenty of new products in the pipeline but we also have a new way for you to express your style even more so. I can’t say much about these developments right now but 2021 is set to be an exciting year for The Herd.

Stick around, we really like having you here!


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