Trago Mills – the south west-based retail discounter – has expanded its motorcycle offshoot. Trago2Wheels, which launched nine years ago, initially concentrated on 50cc and 125cc bikes and scooters from Lexmoto, going on to add Sinnis, Sym and Keeway to its stable. Now, as well as mid-size bikes from Voge, the retail giant has become the UK distributor for Italian-made SWM.
It could be a significant milestone for Trago2Wheels, which claims a different approach to traditional motorcycle dealers. Trago Mills, set up 55 years ago, has grown into a West Country institution, employing over 1000 staff across four giant stores in Devon and Cornwall, plus a more recent addition in Merthyr Tydfil. Discount prices and a massive range of goods (“diamonds to dustbins” according to the late founder Mike Robertson) have made them a destination site, which the company says makes it well placed to attract people who wouldn’t normally visit a motorcycle dealer, with an emphasis on attracting new riders with all-in bike-and-training packages.

SWM, whose range includes enduros and road bikes of 125, 300 and 500cc, has seen a few UK importers in recent years, but the financial backing of Trago Mills could well give it a firmer base for expansion here.

BMF Chair Jim Freeman applauded Trago2Wheels efforts to attract new entrants to motorcycling: “Trago Mills are really making waves with their approach, which is certainly down to earth. The big manufacturers try to ‘add value’, Trago Mills concentrate on offering a great deal.”

Written by Peter Henshaw

Top image courtesy of SWM