Introducing Fully Charged Brighton: A Homecoming, a Partnership, and a Big Step Forward

<h1>Introducing Fully Charged Brighton: A Homecoming, a Partnership, and a Big Step Forward</h1>

<p>Opening a new store is always exciting, but this one hits differently.</p>

<p>Brighton has never just been a dot on the map for me. I grew up in West Sussex until I was about 18, and Brighton was the place we escaped to whenever we wanted atmosphere, energy, or just a bit of that unmistakable seaside chaos. My mum studied at the university there, so I spent plenty of time wandering the city even before I was old enough to appreciate what made it special. And yes—I was one of those teenagers packed onto the beach watching Fatboy Slim, absolutely convinced this was the coolest place on earth.</p>

<p>That affection never really left. So while this move absolutely makes strategic sense, it’s also personal.</p>

<h2>A Strong Market That’s Been Calling for Years</h2>

<p>Brighton has quietly (and sometimes loudly) become one of the most forward-thinking cycling cities in the country. The infrastructure has stepped up massively in recent years, and we’ve seen that reflected in the number of Brighton-based customers making the journey to our London stores.</p>

<p>At the same time, we’ve had a longstanding relationship with the team at Eltrick—great people who have been serving the local community for years. What started as casual chats evolved into a year-long conversation about what the future of premium e-bike retail and service could look like in Brighton.</p>

<p>Smooth transitions are rare in business, but this one genuinely has been. We share similar brands, similar values, and a mutual obsession with doing things properly. Taking on their site, building on everything they’ve already done, and giving Brighton a Fully Charged store worthy of its cycling culture just felt like the right move.</p>

<h2>A Partnership Built on Respect</h2>

<p>One of the biggest wins of this takeover is that a key member of the Eltrick family—someone who knows the customers, knows the area, and lives and breathes the Brighton cycling community—has chosen to stay on with us.</p>

<p>That continuity matters. It adds real value, gives us a baseline of local knowledge, and means we’re not just parachuting into the city pretending we know everything. We’re blending the best of what’s already working with the expertise, technology, content, and brand curation that Fully Charged has become known for.</p>

<h2>Looking Ahead to January</h2>

<p>We’re not in the habit of overhyping launches. Stores only succeed when the community embraces them, when the service is good, and when the product genuinely solves real-world transport problems.</p>

<p>But between Brighton’s energy, the strength of its cycling scene, our experience, and the team we’re building on the ground… we’re confident this is going to be a special one.</p>

<p>Fully Charged Brighton opens in January, and we couldn’t be more excited. It’s a new chapter for the company — and I’m genuinely looking forward to spending more time in the city, getting to know the community properly, and creating some great content down there. Below is a concept of how you can expect to find us when we open!</p>