iceBike*, starting today (Tuesday Feb 21st) and running until Thursday Feb 23rd, has seen more sign ups than in previous years, BikeBiz has been told.
Madison's house show takes place at the distributor's Milton Keynes distribution centre.
Amongst a wealth of product debuts, iceBike* will see the international debut of Shimano's brand new luggage range. Details are scant at the moment, but the range will include products suited to the MTB and commuter sectors.
A spokesperson said: "With both mountain and commuter variants, these bags are packed full of unique design features and will be a real highlight of the show."
We'll also have a gallery from the show too, as soon as press day arrives.