Silverfish and Michelin agree exclusive distribution partnership

Michelin has named Silverfish as its exclusive distributor of its bicycle ranges throughout the UK and Ireland in a new partnership deal.

This agreement marks a consolidation to a single exclusive distributor arrangement, ‘specifically designed to provide much more focused support and service for traditional retailers along with consistent supply and pricing.’

The global tyre development brand is a pioneer in tyre development, and will bring its research and development resources to make ultimate performing bicycle tyres and tubes for all markets, including: racing, e-Bike, road, gravel, cyclocross, urban, kids and a full range of MTB disciplines from cross country to enduro.

Marc Speed, Commercial Market Product Manager at Michelin, said: “Working with Silverfish to support existing retailers and expanding our retail presence is a key next step in our strategy to grow our share in the UK and Republic of Ireland markets. The Michelin brand, our race-proven products and Silverfish’s industry leading service will be a powerful combination.”

Headquartered in Clermont-Ferrand, France, Michelin is present in 170 countries, has 112,300 employees and operates 68 production plants in 17 countries.

Silverfish Managing Director, Darren Mabbott, commented on the partnership: “It’s a great honour to be partnering with a brand of the scale and scope of Michelin. We’re great admirers of their current market-leading tyre and tube ranges but we’re equally excited about the many new and innovative products coming down the line.

“Michelin will be a great fit with our portfolio and we wholeheartedly share their ambition to re-establish them as the number one bicycle tyre brand. We can’t wait to start talking to retailers about this brilliant new addition to the Silverfish family.”

Last week, Silverfish signed another exclusive distribution deal for bicycle tool specialist, Birzman.

For further information contact Marc Speed, Commercial Market Product Manager Bicycle UK, the Republic of Ireland and Nordics at marc.speed@michelin.com or Richard Schofield, Marketing Manager at Silverfish UK at richard@silverfish-uk.com.

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