Ridley and Eddy Merckx labels go dealer direct in the UK

Starting from today (August 1st) both Ridley Bikes and Eddy Merckx will move to a dealer direct model in the UK market.

Ridley took ownership of the racing icon’s namesake bike brand following a period of financial difficulty last year. Now under the same parent, the pair of Belgium-based bike labels depart the Madison Sportline stable and will now rely on two sales agents for the UK.

Adrian Walsh and Stu King are the pair who will lead the dealer partnership effort, beginning with two ‘open house’ dealer events on Tuesday 7th in the Red Lion & Manor House in Skipton (Yorkshire) and Thursday 9th in Bicester Hotel Golf & Spa (Oxford).

For further information on these events, please contact Adrian.walsh@cyclingfactory.be.

“This is an exciting new chapter for Belgian Cycling Factory as the UK and Ireland has been an important area for us these last few years. This move to working directly with dealerships will enable us to offer a wider spread of product across our brands, as well as fast availability and shipping through our dealer B2B. Adrian and Stu are both passionate and knowledgeable about our products so will ensure that this transition is as smooth as possible”, said Rik Vanhoof, Commercial Project Coordinator.

Further enquiries can be made by email here, or by phone on 07905 625534.