LOOK Cycle names Adaptive DCS as UK partner for bike and frame sales
French brand LOOK Cycle has appointed Adaptive DCS as its UK sales agent for bikes and frames.
Adaptive DCS is a specialist sales and logistics company for the cycling, leisure and outdoor industries. Effective 1 July 2025, the collaboration offers retailers access to a dedicated B2B digital platform, featuring streamlined ordering, enhanced product information, and improved product availability across the UK.
They can also have local sales, training, after-sales support, marketing and product testing delivered by Adaptive DCS. Through this partnership, Adaptive DCS oversees the markets of England, Scotland, Wales and Northern Ireland.
“Adaptive DCS will play a key role in rebuilding and energising our dealer network, with a strong focus on proximity, product support, and long-term commercial relationships,” said Sébastien Coué, International Sales Director of LOOK Cycle. “This new setup will allow us to offer a more responsive, localised service to UK retailers, while ensuring better access to our products and brand experience.”
Dale Vanderplank, co-owner at Adaptive DCS, added: “We aim to make LOOK (Cycle) more accessible and better supported in the UK market, increasing the brand’s touchpoints for consumers through targeted dealer engagement and enhanced product information.”
Adaptive DCS only handles the distribution of bikes and frames. The distribution of LOOK pedals in the UK remains unchanged and continues to be managed exclusively by ZyroFisher.
Last year, LOOK Cycle acquired PEMBREE, a premium British brand known for high-performance, sustainably made gravity pedals and accessories. This acquisition allows LOOK Cycle to strengthen its footprint in Enduro and Downhill, broadening its gravity pedal offering and leveraging the industry-leading insights of PEMBREE’s founder, Phil Law, who will continue to lead the brand. Products developed under the PEMBREE brand will join the Gravity family (Trail Roc, Trail Roc+, etc.) within the LOOK range.
