The man behind the trails-inspired brand, Mark Noble, told BikeBiz: "I’m looking forward to dealing with bike shops on a more personal level and helping them out. I have 2011 product stock in store, new dealer price lists available, new product catalogues, the facility to take cards and all the other pieces of the puzzle in place."
By removing the distribution link, Noble says dealers will benefit from an increased margin and "more personal attention".
2011 products are in stock now, including the brand’s Tech2 frames, three sizes of handlebar, the F-Lite range of pedals (pictured), stems, hubs, two styles of sprockets, grips, Superlight seat combos, bar ends, seatclamps and soft goods.
Look out for the next issue of Case BMX magazine, which will run a double page Deluxe advert. Meanwhile, the brand has content within up-coming Props instalments, as well as several new team riders in Europe.