USG takes on Eastern Bikes distribution for UK and Ireland

USG, the owner of 7iDP, Royal Racing and Tag Metals, has announced it will be distributing Eastern Bikes throughout the UK and Ireland.

Eastern Bikes began its life in the US in 1996, with ‘a mission to build the best bikes money can buy’. The brand offers a full range of BMX bikes for everyone from the aspiring park rider to Red Bull athlete Kenneth Tencio.

“It’s exciting to bring Eastern Bikes back to UK retailers, it’s a well-respected brand that pioneered so much in the sport,” said Matt Yeo, USG managing director. “BMX may have had a rough ride, but we have seen interest grow throughout 2024 and the time is right to get them back on the shop floor and inspiring the next generation.”

Alongside a comprehensive range of BMX bikes and price points, Eastern Bikes also offer cruiser style bikes for riders looking for a simple and fashionable lifestyle option.

Off-road riders are also catered for with the Alpaka mountain bike. Yeo said: “The Alpaka is a great option for anyone entering MTB. 130mm fork, 1x drive chain and hydraulic brakes for under £600!”

USG will be offering retailers some exciting deals to support new partnerships and an effective launch, it said.

Dealers wanting to learn more about the USG stable of brands and discuss commercial opportunities can contact Dave Flynn directly via +44 (0)7584 698 531 or [email protected]