With the sale of Easton Cycling to Race Face owner Chris Tutton, Silverfish UK has become the exclusive UK distributor for Easton Cycling and will commence distribution of the brand from today.
The addition of Easton Cycling to Cornwall-based Silverfish UK's portfolio comes as Easton looks to consolidate its distribution channels around the globe after being purchased from BRG Sports.
Silverfish said the addition will further develop its appeal to the IBD network.
“We’re very pleased to welcome Easton Cycling to the Silverfish family,” said Silverfish marketing manager Pete Drew. “Easton has a very strong product line-up, especially in road which is an area where Silverfish has seen huge growth with Spiuk, Ritte and Supacaz all strong performers in recent seasons. Easton’s premium MTB product will sit alongside Silverfish’s stable stalwart Race Face, giving us a formidable line-up of MTB and road finishing kits, as well as one of the most advanced wheel manufacturing programs on the planet.”
Silverfish will take over all distribution of Easton Cycling as of 23rd June 2014 including all warranty, service and technical back-up. Silverfish and Zyro are working together to ensure there will be as little disruption to sales and service channels as possible.
Simon Ellison from Zyro added: “It has been great to represent Easton Cycling as one of the EBS brands in our stable. With Easton now sold to Chris Tutton, and the formation of BRG, we appreciate that change is inevitable. Chris has a long standing relationship with Silverfish through Race Face, and we understand him wanting to position the brand with one of his longest standing distributors. We will continue to support all our retailers during the handover, and look forward to focusing on BRG’s new direction going forward. ”
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