ZyroFisher seals distribution partnership with Sweet Protection

ZyroFisher has announced the signing of a sole distribution partnership with Sweet Protection, the protection brand from Trysil in the Norwegian mountains.

The new partnership will see ZyroFisher supply retailers with Sweet Protection in the UK and Ireland. The Sweet Protection partnership completes a hat-trick of recent distribution deals from the Darlington-set firm, signing up SIGG and BIVO in the last month.

Tony Vickers, Head of Brands at ZyroFisher shared: “After months of hard and fun work we’re incredibly proud to welcome Sweet Protection to the ZyroFisher brand portfolio. Sweet Protection is participating at the pinnacle of all cycling categories through the PAS Normal Racing Team, Alex Vermeulen (Gravel), UNOX-Mobility Men’s and Women’s Teams (Road), Vali Holl, Emil Johansson (MTB) to name but a few! In addition, the list of Snow athletes is equally impressive including Alexander Steen Olsen and Henrik Kristofferson. The brand’s ethos and incredible products have been the driver for this agreement from day one and we can’t wait to share this with our dealers. We’d also like to take this opportunity to thank Groove Armada for all their work with Sweet.”

Atle Enberget, Director Sales & Marketing at Sweet Protection shared “It brings me immense pride to embark on this partnership with ZyroFisher, a company that, like us, values innovation, quality, and long-lasting relationships. With ZyroFisher, I am confident that our brand’s legacy will reach even more people in the UK and Ireland.”

ZyroFisher will supply Sweet from 1 August 2025, servicing both in-season and looking ahead for pre-books for Bike 2026. For the Snow business, ZyroFisher will be taking full responsibility from 1 December 2025.

ZyroFisher will be exhibiting the brand to the UK at the Rouleur Live show in November and COREbike in February.