A family-owned cycling distributor with a long and decorated history in the cycling world, Chicken Cyclekit is a wholesaler with a specialist leaning toward the road cycling market. Its brand include Camapgnolo, Schwalbe, Tifosi, Pinhead, Fulcrum and Deda Elementi, among many others.

Lyon Equipment are a hybrid outdoor and cycle market distributor with a broad portfolio of brands for any retailer selling adventure and outdoor lifestyle.

Nestled in the hills of Ditching Beacon, i-ride has on its doorstep prime cycling country and so naturally attracts some of the industry’s enthusiast talent.

2pure’s portfolio includes:
Black Mamba, Body Glide, Compressport, COROS Wearables, Earthwell, Feedback Sports, goodr, Grayl, Ibis Cycles, Lizard Skins, Lock Laces, Loksak, Moustache, Chamois Butt’r. Scope, SOLE, Sprindex and Unior.

Ison Distribution are the wholesale source of 4-Jeri, Adie, All-City, Alleycats, Banshee, Benno Bikes, Bicycle Research, Bondhus, Busch & Mueller, Buzzy’s, BZ Optics, Cinq-5, Cool Tool, Cyclo, Demonlitions BMX, Dia-Compe, Dimension, Dirtwash, DNA, Draper, Driven, Dualco, Elora, Fibrax, Fidlock, Firewire, Geblaa Rohbox, Genetic, Gloworm, Gusset, Halo, Happy Bottom, Hozan, HT Components, ID, Identiti, Llumeox, Impac, KHE, Knipex, Light Blue, Miss Grape, Morgaw, MRP, Mucky Nutz, N-Gear, Owleye, Passport, Powergrips, Princeton, Problem Solvers, Pure, Purple Harry, Redshift Sports, Renthal, Rohloff, Salsa, Sarma, Schwalbe, Silkolene, Society, SP Dynamo, Squire, SST, Stateside, Sturmey Archer, SunRace, Supernova, Surly, Sutherlands, SwissStop, TF2, Tioga, Trickstuff, TSG, Volume BMX, Weldtite, Wheels Mfg, Whisky Parts and YST.

It’s fair to say that in its 25 years Upgrade Bikes has created some iconic products, built numerous brands and put plenty of business through IBD tills. CI.N documents the product, the people behind iconic designs and the passage to becoming known as a specialist in adventure cycling…

Who is Upgrade Bikes?

DMR logo 25 yearsOver the 25 years the business has existed that question would perhaps have gifted you a different answer for the passing of each year. In the beginning it was Damian Mason and Matt Ryley’s collaboration on a BMX frame and latterly a pedal that would go on to become a true icon. To this day DMR is known as the enduring dirt specialist, but by becoming a distributor for other labels the Upgrade of today has morphed into something of a specialist in off road adventure.

For context, the portfolio is now made up of Challenge Tyres, DMR, Effetto Mariposa, ISM, Kinesis UK, Lauf,  Lezyne, Pivot Cycles, Praxis, Sector Wheels, Tektro, TRP, Reynolds, Ritchey, RWD, Trust, X-Fusion and new to the portfolio this month, Nutcase Helmets.

Bob Elliot & Co are the distributor to: Aci Spokes, ADIE, Alex Rims, AXA, Barbieri, Beto, Bondhus, Cegasa, CEMA, Chiba, Clarks, Continental, Controltech, Crud, Cyclo Tools, DDK, Deda Elementi, Ergotec, FLR Shoes, Funkier, KMC, Kranx, KX Wheels, Lotus, M-Wave, Mighty, Move Racks, Pure, Qibbel, Ravemen, Safety Labs, Schwalbe Tyres, Shimano, Smart Lights, Sportsbalm, Stealth Nutrition, Strip, Stronglight, Sturmey Archer, Sunrace, Tange Seiki, Tektro, Trans X, TTN Bearings, Velo, VK International, VP Components, Weldtite, Wellgo, Widek, Yuen, Zefal.

The Cycle Division Ltd. imports and distributes bicycle parts and accessories to Independent Bicycle Dealers throughout the UK. The Cycle Division has been trading since 2001 and we are a team currently totalling 17+ (not including sales agents) … however some of us have been in the business for many more years!

The brands we are proudest to push are Sturmey Archer/Sunrace, RavX, Finesse, Schwalbe, Weldtite, Oxford and our own generic brand D2O. Whilst brands are important to us and our dealers, our product range must be equally aligned with the offering we are proudest of – Service! Without good stocks competitively priced and available then the law of competition dictates that customers will go elsewhere. We at The Cycle Division understand this.

We fully support and respect the branded products we currently stock. Whilst always on the lookout for new brands this is not our primary focus. We import primarily from the Far East and choose only quality Bread & Butter products which best suits the needs of our customers. We appreciate it is important to strike the balance between quality and price …where our D2O products are concerned we are motivated more by these factors than the badge.

We currently have over 2000 dealers listed in our system. Roughly half of these bought off us last year. We basically supply anywhere our parcel carriers go. Therefore any dealers in the British Isles are welcome to contact us (the majority enjoying next day delivery). Subject to credit status we rarely turn anyone away.

At the Cycle Division we believe that good customer service is vital. A customer should be able to pick up the telephone and place an order without necessarily reeling off a list of product codes. Alternatively orders can be placed via our B2B site …we have purposely designed ours to be straightforward, clean and simple. Dealers should also expect an order delivered complete the next working day. Now whilst it is virtually impossible to supply 100% all the time we do endeavour to call our customers and advise of any shortages and suggest possible alternatives. Our main issues lately concern growth and keeping up with added demand. Next on the shopping list is a better phone system!

Tandem Group plc is a designer, developer, distributor and retailer of sports, leisure and mobility products listed on the London Stock Exchange’s Alternative Investment Market (AIM). The country of incorporation and the main country of operation is the United Kingdom.

Moore Large is one of the UK’s largest suppliers and distributors of bicycles, bicycle accessories, and motorcycles. We are proud to be a UK owned family business with a small company ethos and big company ambitions.

The Moore family have been selling bicycles since 1947 when John Moore opened his first bike shop in Rickmansworth. Our ambition has always been to supply bicycles across all spectrums – including family and sport.

Our principal focus is exceptional customer service and great value. This remains as true today as it did then.

Today’s Moore Large is led by grandson Nigel as MD, Dale Vanderplank, Paul Stewart, Adam Biggs, and Adam Garner as directors. We’re are also lucky enough to have a further 90 staff who all share a passion for cycling and a determination to put the customer first.

Based in our 225000 sq. ft. facility in Derby UK, we act as exclusive UK representatives for an extensive number of high profile, and market leading retail brands.

This includes Tern, WethePeople, Lake, O’Neal, Box, Alpina, Kenda, Jagwire, OnGuard and many more.

In addition to supplying branded products to the independent bicycle and motorcycle retail market, we also produce a vast range of ‘house brand’ and ‘own label’ items for many well-known UK high street stores, catalogue accounts and online retailers.

Moore Large’s house brands include, but are not limited to, ETC, Forme, Cuda, Bumper and Onza.

After more than 40 years in the bicycle trade, we endeavour to expand the range of products that we create, the markets that we supply, and the brands that we support. We’re consistently striving to exceed customer expectation and needs.

ZyroFisher is the leading distributor of Parts, Accessories and Clothing to the UK and Irish cycling markets. We represent over 50 world-class brands whose products are chosen, trusted and tested by Olympic Champions, World Champions and leading athletes across each discipline of our sport. We also design and develop the UK’s best-selling cycling apparel brand, Altura.

As experts in multi brand distribution, ZyroFisher provides market expertise and improved efficiency within the value chain to benefit our brands, customers and consumers. This is the philosophy that guides how we do business every day, driven by innovative market strategies and outstanding customer support.