Altura names new Brand Promoter
British cycling apparel and luggage brand Altura has appointed Matthew Wales as Brand Promoter.
In his new position, Wales will support dealers across the UK and Ireland, helping them to elevate and grow the Altura brand through in-store presentation, product knowledge and local events. According to the company, the appointment will further strengthen the Altura team and support the brand’s growth across the independent bicycle dealer (IBD) network.
“I am delighted to welcome Matthew to the team in a key position for the brand,” said Ian Young, Altura’s Head of Brand. “As a keen rider who has worked in bike shops for several years, along with a strong background in large retail organisations, he brings a wealth of experience to support our dealers and help elevate their sales.”
Speaking about his new position, Wales added: “I’m incredibly excited to be joining the Altura team and to get out on the road to meet Altura dealers nationwide. I’m looking forward to working with dealers and putting my passion for cycling, combined with my retail merchandising and events expertise, to use. I’m also excited to share my product knowledge with dealers, helping them to pass that knowledge on to the end consumer.”
Over the summer, Altura launched its Autumn/Winter 2026 clothing collection, featuring products including the Esker Waterproof Jacket and Ridge Waterproof Jacket. The brand has also introduced the Ridge Spray Trousers, designed to provide comfort and protection for challenging rides.
