Oneway Distribution appoints Edd Hames to SQ Lab agent role for England and Wales

Hot on the heels of news Oneway Distribution will be bringing the Newmen component portfolio to the UK, the firm has announced a new sales agent for England and Wales in Edd Hames.

Set to represent SQ Lab on the road, Hames will be supporting all current SQlab dealers, as well as welcoming on board new retailers looking to sell a product that stands out for encouraging cyclists in-store for a customer experience that can’t be replicated online.

Delivering a 24 saddle strong portfolio, SQ Lab offers in-store saddle fitting via a unique system that decides fit according to sit bone width and riding style – these aren’t differentiated as male or female. This means that retailers can stock one range to support all customers.

“The SQlab fitting process, which determines the perfect saddle width, provides a unique opportunity for bike shops to increase footfall,” says Edd. “Given that all SQlab saddles – for road, MTB, touring and commuting – are available in up to four different widths, retailers are able to sell to a broad base of customers.”

“We are really happy to work together with Edd Hames,” says One Way’s Bart van den Biggelaar. “Edd brings plenty of experience, knowledge and support to make sure all dealers get all the right attention in order to sell more products to their customers.”

Edd, from Overton Sales, represents a number of technical brands alongside SQlab, including Scope, Syntace and Newmen. For more details, or contact him to experience an SQlab demonstration, send an e-mail to

Dealers can visit the web shop or register for an account here.