Deity Components seeks partner for UK return


Specialist mount bike components brand Deity is plotting a UK return after a two-year absence from the market.

Despite that absence, Deity describes the UK as having its second largest marketing presence, behind only the USA, with riders like Brendan Fairclough and Tracy Moseley representing the label in the market through sponsorship deals.

Speaking to CI.N, Deity’s Silas Hesterberg said: “We’ve a strong creative team here made up of designers, videographers, social media and many more who put out some stunning content alongside these riders and that has continued to translate into product demand. It’s two-fold really, UK riders have missed us in the brief time we’ve been away and they’re seeing our passion for the sport regularly; i think that resonates with people and our focus remains truly on the customer’s experience of our goods.”

Having added an Australian distributor just last year, Hesterberg says the brand’s IBD focus has gone down incredibly well in that market. On entry, the team in Australia sent 200 dealers hand written invites to trial the brand, something that had we’re told struck a chord.

“There’s so many brands cutting the IBD out of the picture, but we want to keep that value in the industry. It’s important too that our presence in shops maintains the strong image of our brand, being constantly on sale really devalues a brand, so that’s not the route we’re keen to pursue,” says Hesterberg. “Deity’s always been an advocate of getting riders to visit local stores. In the past we’ve put on talks with our riders and generally done what we can to build the local scene.”

With new lines landing shortly, any potential partner would be gaining products like the hotly anticipated Brendog BF800 signature handlebar. With a 30mm rise and Brendan’s preferred handlebar geometry, the bar carries an 8 degree backsweep and 5-degree upsweep.

“Being an aftermarket brand the period of testing we grant ourselves prior to bringing a product to market guarantees the quality is up there with the best,” says Hesterberg. “Prototyping is generally a two-year process, there’s no rush to market, products only come when they’ve been thoroughly tested and rider approved, often on the World Cup circuit.”

UK distributors interested in starting a conversation with the brand can now make contact with Hesterberg by email here.

“We are seeing mind-blowing demand from UK riders and retailers. We’re eager to fulfill the demand, and we’re dedicated to forging a long-term partnership with a like-minded, leading distributor who also sees the value in building the local riding community and supporting the IBD,” he concludes.