Jim Walker, distributor of Fulcrum, Eddy Merckx, De Rosa among others, has become i-ride.
The firm has been using the i-ride name for consumers for some time and the change will bring trade marketing in-line with consumer marketing campaigns.
The re-named distributor will be exhibiting at Core under the new i-ride.co.uk moniker, with fresh brands joining in time for the show.
Managing director Paul Butler explained the reasoning behind the name change: “The fusing of the consumer and trade communications under one easily recognisable name will allow consumers to be directed to i-ride stockists and make converting sales through retailers as simple as possible.”
i-ride.co.uk will be the trading name for the firm and payments and transactions will be accepted to either name.