Brooks supply to bike shops unaffected, but Brexit stalls consumer biz

UK Distributor of Brooks Saddles, Extra UK, has issued a statement calming fears that bike shops will not be able to access stock of the UK-made product in the near term.

Some confusion existed in the wake of a Brooks announcement, made via its consumer-facing website, which told of a pause in shipments to UK customers thanks to the distribution hub for the brand being based in Italy where the European logistics take place. This specifically addresses orders placed by consumers, while trade orders come direct from Extra UK whose stock supply is unchanged thanks to its stock coming direct from the Smethwick factory.

“Rest assured that availability of Brooks England products in the UK through its UK distributor, Extra UK, remains unchanged,” said Extra UK in a press statement today.

“UK distribution through Extra UK is unchanged.  Extra UK will continue to deliver Brooks England products to Brooks Premium Dealers throughout the UK and Ireland. UK consumers can use the Brooks England store locator(link is external) to find a local stockist.”

The bizarre twist of Brexit-linked fate has been met with bafflement by some as the 154 year old brand remains UK manufactured despite its ownership by the Selle Royal Group. From December 29th, 2020, the brand warns on its website that orders are temporarily suspended to the UK.

For the consumer who may have bought direct the brand has extended its return window for purchases made prior to the announcement.

“We appreciate your patience while we analyse this situation and plan the proper administrative steps moving forward,” said the brand, echoing the general mood music around the bike industry this morning as new trading rules come in to play.

Among those new rules and likely affecting Brooks, among others, brands shipping goods shy of £135 in value from Europe will now be subject to altered VAT rules.