KENDA Tyres appoints Upgrade Bikes as UK distributor

KENDA Tyres has appointed Upgrade Bikes as its distributor in the UK market.

At launch, Upgrade’s UK availability will begin with the high-end KENDA K-Series tyres, followed by a wider range of new KENDA Preferred tyres arriving in stock later in the autumn.

“The revitalised K-Series tyres firmly position KENDA at the very top of the tyre game. This lineup is trusted globally by the world’s best athletes, including elite riders like Tom Isted and Sam Reynolds, proving that KENDA delivers when it matters,” said Matt Ryley, Co-Founder of Upgrade Bikes.

Speaking about the appointment, Pim Ramselaar, Sales Manager for KENDA Bicycle UK, said: “We are stoked to be working with Upgrade and its team. They bring years of experience in brand representation, supply chain, sales and marketing that I know will help to get KENDA back in the hands of those that want it and help us to grow in areas we haven’t been before in the UK market.”

Ramselaar highlighted that KENDA Tyres’ success lies in long-term partnerships with partners worldwide, adding that the company is looking forward to forming this kind of partnership with Upgrade Bikes.

KENDA develops tyres for nearly every cycling discipline, from road and gravel to trail, enduro, downhill, BMX and urban mobility, catering to customers looking for different price points.

“We have long known that KENDA tyres can perform incredibly well in the UK market. They are the perfect choice for a vast range of riders, from everyday commuters looking for reliability to serious weekend warriors demanding high performance,” explained Ryley.