Ridley and Eddy Merckx go dealer direct - BikeBiz
The new distribution model starts today

Ridley, Eddy Merckx and Forza are available direct to dealers from today. The Belgian Cycling Factory brands had been distributed by Madison's Sportline. 

Belgian Cycling Factory was created when Ridley owner Jochim Aerts bought the financially struggling Eddy Merckx brand last year. 

The dealer-direct distribution will be handled by sales agents Adrian Walsh and Stu King who will be holding dealer events on 7th August in the Red Lion and Manor House in Skipton and on 9th August in Bicester Hotel Golf & Spa in Oxford.

Belgian Cycling Factory commercial project coordinator Rik Vanhoof said: “This move to working directly with dealerships will enable us to offer a wider spread of product across our brands as well as fast availability and shipping through our dealer B2B.

"Adrian and Stu are both passionate and knowledgeable about our products so will ensure that this transition is as smooth as possible."

The Eddy Merckx brands is soon to get a refresh including premium road and gravel offerings and there are also plans for custom steel and titanium frames. 

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