Madison to distribute USWE Hydration Products - BikeBiz

Madison to distribute USWE Hydration Products

Madison has announced that it is to distribute performance-orientated Swedish hydration brand USWE from early July
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Madison has announced that it is to distribute performance-orientated Swedish hydration brand USWE from early July.

USWE, which translates into English as “kick-ass”, has produced a range of backpacks designed to keep riders hydrated on the trails whilst staying securely fastened to riders’ backs and avoid any discomfort. 

Per-Ola Ovin, CEO at USWE Sports AB, said: “We’re very pleased to announce that Madison is the new USWE distributor for United Kingdom. This co-operation is effective immediately with our products available through Madison’s dealer stores. Together we see huge potential to expand our brand awareness and market share in the UK and we aim to make USWE one of the top-selling hydration pack brands.”

Adrian Phillips, Brand Director at Madison said: “We are excited to announce that USWE has chosen Madison as their exclusive distributor in the UK & Ireland. The USWE Hydration Packs brand is a welcome addition and perfect fit to our brand portfolio of multi-sport products that we currently have available.

"With market-leading development on products for Mountain biking, Trail running, Skiing, Enduro and motocross, it can be said they have all the bases covered. We look forward to working with USWE and growing and developing the brand to its full potential in all channels in the UK and Ireland.”

Madison will begin distributing USWE products in the UK and Ireland from Monday 23 May. If you have a stocking enquiry, please get in touch with your local sales agent or visit

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