Rubena hails first year with Bike Tyrestore

Distribution partnership – designed to give tyre brand bigger presence in the UK – has borne fruit, says duo
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Rubena is celebrating a successful first year of trading in the UK via distributor Bike Tyrestore.

According to the brand, targets were smashed and the initial sales forecast was quadrupled across its multi-discipline tyre and tubes range.

The latest lines from Rubena include the Phoenix, a new ultra-lightweight road race tyre, due to be launched in the spring. Several new MTB/cross and BMX tyres are on the horizon too, we're told, including a range of 29ers.

Rubena's racing heritage, particularly in MTB, has been fed into its R&D programme, with development input from the likes of 2012 Olympic Champion Jaroslav Kulhavy and 2012 World Under-23 MTB Champion Ondrej Cinq (pictured).

Cycle Stuff Direct purchase director Mark Richardson sang the praises of Rubena: “We started buying Rubena from Bike Tyrestore about ten months ago. The quality of the Rubena product is excellent...the range seems to be weighted towards MTB tyres due to the heavy sponsorship that Rubena make in the MTB sport, but the road and tour/commute range actually holds its own very well against existing brands. Many customers do not know the Rubena brand, but the product specification overcomes any reluctance to use the product."

Call Bike Tyrestore on freephone 0800 281 413, email or visit

There's more on Rubena and Bike Tyrestore here.

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