French brand TIME has been picked up by Extra.
The distributor will exclusively bring the brand's award-winning frame range to dealers in the UK and Ireland.
TIME's road frames – using the brand's proprietary Resin Transfer Molding (RTM) technology – will only be available in specialist bricks and mortar bike retail stores.
Shop staff will be provided with training for the French designed and manufactured premium frames, explaining how RTM provides a unique riding feel and offering test rides. The brand also promises it will use innovative online promotional strategies to provide authorised dealers with powerful support for their commitment to TIME.
“At Time we are committed to becoming the ultimate road cycling company, and we have great products that we want consumers to experience for themselves," explained Henri Colliard, global development manager. "The team at Extra clearly understood our vision, and their considerable experience and understanding of cycling retail in UK and Ireland makes them our perfect partner.”
UK consumers will get a chance to see TIME in the flesh at the first-ever UK TriStar event in Milton Keynes on Sunday July 29th, where representatives will be on hand.
Extra sales director John Phillips commented: “We are delighted to be representing TIME Sport, offering their premium product range to our growing network of dealers in the UK and Ireland. We’re also excited by TIME’s bold new approach, encouraging consumers to experience the uniqueness of their road frames first hand. We believe this will give retailers the confidence to proudly supply their premium products.”
TIME’s award-winning range of pedals will also be available through Extra, the pedals pitched as being easy to adjust and use for greater customisation and bike fit.