USG shifts its brands to dealer direct focus, Yeo rejoins

USG Ltd, the parent company to brands including 7iDP, Royal Racing and TAG Metals, has announced that the trio’s distribution has been brought back in-house and will no sell direct to dealer.

Effective immediately across the UK and Ireland, the transition is accompanied by the news that Matt Yeo rejoins the business as Sales Director.

“Matt has a wealth of experience in the MTB market and it’s great to have him back on board” says Managing Director Martin Lloyd Evans, who added: “These are exciting times at USG, and we’re looking to build a strong relationship with both on and offline retailers, and we aim to allow all work on a level playing field”.

7iDP is fast raising its profile in the on bike protection arena, with riders using the product including Steve Peat, Sam Hill and Greg Callaghan.

Royal Racing, is a long-standing British apparel brand and is currently undergoing a complete revamp. The 2020 line-up will be “attractive” both in terms of product offering, pricing and dealer opportunities, says USG.

USG also introduces TAG Metals in November, offering a line-up of bespoke mountain bike components. TAG Metals draw on years of MX experience to create a premium range of MTB hard goods.