COREbike preview: Ultra Sport announce Berria Bikes distribution

Only days away from the opening of COREbike 2023 and Ultra Sport have announced their newest brand, Berria Bikes, an independent producer of performance bikes, based in Albacete, Spain.

Neil Staples, Sales Director commented “It’s been more than twenty years since we last distributed a bike (K2/ProFlex) but we’ve always had our eyes out for a suitable range.  Now, with Berria, we’re proud to put our efforts behind a bike brand that we really believe in.  I cannot wait to show our customers what an amazing range we have to offer – Road, Mountain, Gravel – eBike – it’s all beautifully spec’d and presented”

Berria, founded in 2012 by brothers José and David Vitoria, both former racers with experience at the highest level, was created to embody their family’s passion for riding, which spans 3 generations.  A fusion of the founders Spanish and Swiss heritage, the Berria brand channels authentic and independent thinking to drive innovation, giving riders an unrivalled cycling experience.

Berria’s showing at Core Bike is described as a ‘sneak preview’ of what’s to come “This is really a pre-launch viewing as we line up for the 2024 collection.  Understanding the state of the bike market we’re going to move forward softly – slowly – with just a few of the best retailers at this time.  Selective distribution with carefully managed supply to protect retailer margins is paramount.  We’re not looking to set the world alight but we are looking to set Berria on the road to success” Staples concluded.

The brand is in a growth phase, with the UK adding to market presence in France, Spain and Portugal. To manage this growth Berria has recruited former PON and Mondraker Sales and Territory Manager, Thierry Gracia, now 8 months into the role of Global Sales Manager at Berria Bike.

Ultra Sport can be found at CORE on stands S31 and S32, where they will also be showcasing Smith Optics and Helmets, eyewear from Pit Viper, and some more traditional products from Aleck and Tocsen offering communication and safety technology products.  Finally aluminium drinking bottle, with a unique twist, from Les Artiste and socks from American Socks.