Cumbria-based Lyon Equipment has just announced an exclusive UK and ROI distribution deal with Bombtrack Bicycle Company.
Particularly strong in the fast-developing cyclocross, gravel, and bikepacking markets, the German bike brand is covered by the same company as the We The People BMX brand. Stock will initially be held in Germany, before it moves across to the UK for the 2018 range.
Lyon’s Nils Amelinckx explains that this is a natural progression for their bike trade offering, asserting that the company "is already well known in the trade for distributing high-quality brands such as Ortlieb, Tubus and Julbo.
“The introduction of Bombtrack further strengthens our portfolio, and along with our other brands makes us the first stop for adventure cycling," Amelinckx adds. “Retailers can now draw from our range of bikes, expedition grade racks, waterproof luggage and all the camping accessories needed by any rider seeking an adventure on two wheels. We will also continue to support our retailers with proactive marketing to help drive sales and first class day-to-day communication and account management.”
According to Manuel Schuerholz, Bombtrack’s CEO, the team are "extremely happy to have Lyon onboard." Citing the companies’ shared focuses on outdoor, gravel, cyclocross and bikepacking markets, Schuerholz reports feeling that the distributor "understands [Bombtrack’s] lifestyle approach, and doesn’t have a purely commercial approach to business."
“With Lyon contributing to our creative and supply chain aspects through a similar passion for cycling, the future for Bombtrack in the UK could not seem better and we look forward to working with UK retailers as we continue to grow.”
UK retailers are now sought for Bombtrack – full details can be obtained from Lyon with immediate effect.
Bombtrack will be on display on the Lyon stand at the Cycle Show in September. Meanwhile, details of the range can be found at www.bombtrack.com.