Upgrade Bikes has announced that it has partnered with nutrition brand OTE to distribute its products in the UK and Ireland. The brand becomes the first nutrition brand in Upgrade’s portfolio, which includes bikes, parts and accessories.
Annie Simpson, OTE’s Head of Marketing said: “We’re excited to be joining forces with Upgrade to strengthen our trade offering. Our Dealer Direct model has helped us work closer than ever before with our IBD’s & strategic accounts, but with the additional support of Upgrade Bikes, our product range will now be much more accessible to the cycling trade as a whole. We look forward to continuing the growth of our brand with the guys from Upgrade Bikes at our side.”
Matt Killick, Upgrade Bikes Sales Manager stated: “We have been looking to partner with a leading nutrition brand for some time, as it wasn’t an area of the market that we were involved with. We’ve known the team at OTE for a while and admired what they have done with the brand. We will work closely with the guys at OTE to grow the brand within all areas of the bike market. This is another top-quality brand to add to our portfolio that compliments all of our other brands including DMR, Kinesis, Lezyne, Reynolds and ISM.”