Lourí {pronounced lur-ee} is the Greek word for strap, which was our original brand name. But in 2021, we rebranded as 'Huck'. 

You can see Huck, our mascot, popping up on our packaging and around on this site and social media. The aim is to recreate our British brand into something more memorable and easy to say, spell and find on line. Louri after all is something most people don't pronounce correctly, so what hope do they have of finding it online?

Changing brand names is a risky and difficult process. We have lots of SEO to be careful not to lose. We have lots of previous customers who know our Louri brand. And many of those customers might not like the branding of Huck. But we feel Louri didn't really have much of a direction as it stood. A little bit of a lost identity. 

So Huck is here. You'll see him on our new logo, packaging and social media right now. 

What does this mean for the product? Nothing much. There are some small tweaks being pushed through to the recently renamed Frame Strap (now Enduro Strap) and Saddle Strap (now XC Strap) and we have several new products being developed right now, which should be out by the new year. We have recently switched to a new factory too. Don't worry, Louri...I mean Huck, is still cut and sewn here in the UK. Don't be fooled by Far Eastern copies...they aren't the same! The new factory will enable us to order less every time we need more. The benefit of this is that they are produced quicker and in lower quantities. This means we will be able to produce custom products quicker and if we wanted to make a little tweak to any of our products, we can do so easily, which will filter through to all products going out the door much quicker.

So what and who is Huck? Here at Huck (formerly Louri) we love the freedom of riding packless and our range is designed to help all cyclists #ditchthepack and #sodthesaddlebag.

We care about quality which is why our range of Frame and Saddle straps are handmade in the UK by people who know and understand cycling and materials. There will be more products added to the range over time.

What about the people? We're a small company based just North of Abergavenny in the Black Mountains of Wales. There's two of us, plus baby (Rafferty) and dog (Oscar) as well as the occasional outside help. 

Sian ~ An ex-police officer bringing organisational skills and heaps of business acumen to the success of our little business. She makes great decisions and is usually the person behind Huck's overarching direction and growth strategy. Most prevalent at the moment with our rebrand. Crucially, she also makes sure our raw materials are where they need to be at the right time and that our product is manufactured and delivered to specification and in a timely manner. She'll make tea, but for some reason seems to be scared of making my coffee.

Thomas ~ That's me! A product of a lifetime in the bicycle trade during a 23 year career. I've worked in bike shops on the high street, on the internet and spent the last decade in marketing and buying roles. The consistent things here are bikes bikes bikes. I love bikes, equipment and spending all the time I can muster upon one (which is not much nowadays with a young child and two growing businesses). My experience in bicycle and equipment ownership means I know when a product is good and when it's full of fluff. 

What else do we do? Huck is somewhat of a part-time role for us. We manufacture product and sell it on our website to you and also through our UK distributor to bike shops around the country. Our distributor is Cyclorise, who incidentally, is our main business. Yep, we own and run Cyclorise as well as Huck.