Madison takes on ODI distribution in bid to streamline supply

ODI has signalled the end of its long relationship with Ison Distribution, moving its UK distribution to Madison, which already stocks the label’s motorcycle goods.

Speaking to CI.N at Eurobike, ODI boss Colby Young explained that “this was purely a business decision, we needed to streamline our route to the UK. I thank Ison for the hard work they have put into our brand over two decades, it was a difficult decision to reach, but a necessary step. I wish them all the best for the future.”

Young will soon appear on the CI.N Podcast where he discusses his background in retail merchandising and the many ways bicycle stores can set up their interior and exterior to better lure in footfall.

Starting from October 1st stock will be available to order from Madison’s B2B. New products include the pictured Dread Lock, a grip designed for on the trail endurance.

Related: Madison is also now the distributor of Air Fom tyre inserts, as seen at IceBike.