MCH Embrace a Multi-Channel Strategy

Melbourne, Victoria

MCH Sports is one of Australia’s newer bicycle and P&A importers and distributors.

It focuses upon high-end Italian brands including ALE apparel, De Rosa bikes, SIXS undergarments, Vision components, BLIZ eyewear and DMT shoes.

Having met founder James Kristie previously at the Handmade Bike Show Australia, I recently had the opportunity to visit their premises for the first time.

MCH exterior
James had this trailer custom designed and built to display their products at events. It was being prepared for its debut the following day.

As you can see from the photos that accompany this article, the premises was certainly not the typical warehouse I was expecting.

Located in a light industrial precinct in Moorabbin, in Melbourne’s south-eastern suburbs, it reflects MCH’s triple-strand strategy for taking their products to market. They’re definitely embracing the traditional route of setting up a network of dealers. So far, they have a small but carefully selected group of dealers in Victoria, NSW and Queensland.

MCH entrance
This is the view that greets customers when they first enter the premises.

MCH also has a very sophisticated website and online marketing program in place, including direct to consumer sales. This is becoming more common with traditional bicycle wholesalers as the Australian bicycle market and technology evolve.

But what sets MCH apart is its level of presentation and service to customers who visit their premises. For DeRosa in particular, a custom road bike build might run to $20,000 or more. James knows those customers appreciate a higher level of presentation and attention.

MCH front room
This lounge area is for meetings with customers who are looking to have a De Rosa custom built. A range of different component options including wheels, bars and stems are close at hand.

James has a background in project management of large commercial building developments. He decided to make a complete career change that combined his passion for cycling with his business expertise. Although MCH is already five years old, he sees huge potential ahead.


  1. Andre Obradovic on 5th October 2022 at 3:35 pm

    I Great Great team James and Adam I love my De Rosa and the ALE clothing is 1st Class best in the world great service and support

Leave a Comment