Ison Distribution to bring drivetrain specialist microSHIFT to the cycle trade

Drivetrain specialist manufacturer microSHIFT has announced a new partnership with Ison Distribution.

It’s the latest in a flurry of distribution deals, some timed in part due to COREbike getting underway this weekend at Whittlebury Hall (18-20 February). Ison is among the distributors that have been pretty active in this area, recently picking up distribution duties for Hayes Disc Brakes, and in the tail end of 2023, Ass Savers and 5DEV.

microSHIFT said of the new agreement: “We are excited to share the start of our partnership with Ison Distribution. Ison has a wealth of experience in distributing hardware components. Their care for their brands and connections to dealers are well regarded. We believe this partnership is the perfect fit for both companies.

“Product availability was a main challenge to us even prior to 2019. Despite the challenges during the pandemic, we were able to improve upon this issue thanks to the dedicated team at Hotlines. Unfortunately, because of the news we all know, microSHIFT has to change direction to continue supporting our customers. With Ison, we look forward to building a reliable supply chain and technical support for our riders.”

Lloyd Townsend, MD at Ison, said: “Ison are immensely proud to be chosen to gear-up for the future distribution of microSHIFT Components in the UK and Eire.

“Combining microSHIFT’s innovative components with Ison Distribution’s existing ranges of cycling hardgoods will provide our customers with an even wider selection of high-quality cycling products. Leveraging Ison’s well established logistics and dealer base will help to streamline the process of getting microSHIFT components to retailers and workshops, and ultimately to end consumers. Ison’s well regarded service support should help to further enhance the positive experience consumers can expect when choosing microSHIFT products.

“Long-term, we aim to also to able to provide microSHIFT with useful insights into the UK market, helping to tailor our offerings to meet local preferences and demands.”

Ison will be releasing further details of the microSHIFT range in the next month and will be receiving stock of microSHIFT later this spring.

Examples of microSHIFT’s much revered Sword Gravel group (pictured) and the Advent X MTB group will be on show at COREbike this weekend.