Rubena bicycle tyres and tubes are to be distributed to the trade through motorcycle tyre wholesaler Bike Tyrestore in mainland UK and Northern Ireland.
Rubena produces tyres for all types of bicycles, from commuter to pro MTB sectors. The brand has factories in the Czech Republic and currently enjoys a large market share on the continent, according to the brand.
Both Rubena and Bike Tyrestore date back from the early 1900s and the new partnership will see a strong marketing impetus behind Rubena to raise the profile of the extensive range. Bike Tyrestore will make the cycle tyres available to its existing customer-base of motorcycle and scooter dealers and two-wheel tyre specialists. The company is also keen to engage with the cycle trade, and the brand will be heavily promoted within the cycle industry.
"This is a major development for us," enthused Bike Tyrestore UK sales manager Adam Rous. "We will use all our marketing and distribution skills to launch Rubena into the UK market, and aim to match the brand's leading status in other European countries."
Cycle retailers will be able to buy the Rubena tyre and tube range and associated products directly from Bike Tyrestore on freephone 0800 281 413, or on-line ordering, the latter available 24/7. Retailers can apply for accounts online at www.worldofbiketyres.com, or by calling Customer Services on 0800 281 413.
The European-made brand was previously available to the trade via Dillgloves. Dillgloves CEO Bryan McQueen commented: "Since our involvement with Rubena, spanning almost ten years, we have been well supported by them and together the brand name has been introduced to the UK market place. Over the years we have witnessed the overall product development and have been instrumental in the introduction of new updated patterns and markings to bring them into the 21st century alongside the current leading UK brands. The response to our many proposals has enabled them join the established European market place and now Rubena has the potential of an important share of our domestic market."
McQueen added: "Rubena are at an important crossroads and for the future demanded a very substantial financial and marketing commitment. Unfortunately, we were unable to meet either parameter to the full extent and we reluctantly will withdraw our activity. There are a small number of specialised products we are able to continue with and we shall be communicating shortly on these. In relinquishing this tyre and tube product range, we shall be able to develop further the other very strong brand name products in our portfolio."