Huffy, Buzz e-Bikes and more relaunched into UK under Covation banner

A new business set up under the Covation Holdings Limited banner will now form the umbrella for a number of returning brands to the UK market, including Huffy, Royce Union and Buzz E-Bikes.

Huffy JonLed by EU General Manager, Jon Tilley, the company will focus on driving brand awareness across European markets, while working with retailers on import programs and exclusive bike ranges. The company’s global manufacturing base is well placed to support the supply of bikes to both the UK and broader European markets.

“I am thrilled to lead the expansion of our brands into these strategic markets and I look forward to the opportunity of creating new, long-lasting relationships with retailers and dealers here in the UK and EU,” said Jon Tilley, EU General Manager. “The European division will build on the more than 125 years of industry-leading innovation and will support the company’s continuous efforts to provide quality products and a positive impact in communities where we live and work.”

As part of the expansion, Covation now seek a category and product manager to join the team, details of which can be found here.

A full domestic offering of Huffy kids and adult bikes, and kid scooters, battery ride-ons and thrill rides, will be in stock and available for purchase beginning in April 2021. Starting in January 2021, the company will begin virtual product previews with retailers on the new ranges across all the brands and categories. Retailers seeking to carry the new brands for sale should contact the Covation’s EU team to arrange meetings.

“London is one of the most innovative places in the world and is an ideal location to expand our global presence and further establish our brands,” said Claude Jordan, CEO. “Biking worldwide has seen record growth over the past year, and we are committed to creating a great experience for our retailer partners and consumers within the UK and European markets.”

For more information or to place inventory orders, please email

Covation Holdings is the manufacturer for numerous brands in the cycling world, most notably Niner, which is distributed in the UK by ZyroFisher.