Storck of Germany, founded by designer and carbon guru Markus Storck, has appointed Ian Hughes as the new UK distributor for the company's Raddar electric and city bikes.
Hughes was formerly the general manager of Scott UK, and was responsible for setting up the Cramlington-based business. He was made redundant 16 months ago.
"After speaking with Markus, it was clear that there is a huge opportunity for development and growth for e-bikes and commuting bikes in the UK," said Huges.
Markus Storck said: “Ian contacted us earlier this year to discuss our brand. He has great knowledge of the UK bike market. It was very clear what he had achieved at establishing Scott in the UK.
"At the moment the global market for e-bikes is growing rapidly and the UK is about two years behind what we are seeing here in Germany. I was keen to use Ian’s experience of developing and growing our Raddar e-bikes and commuting bikes in the UK.”
Storck said Posh Bikes was "doing a good job" on selling Storck's high-end road bikes and frames.
"Ian will work in addition to Posh Bikes and I see this co-operation having a great marketing benefit to our brand overall.”
Hughes said he has long admired Storck's technical innovation: "It’s a very classy product, with superb attention to detail. Markus uses the same approach to his Raddar e-bikes as he has done for the past 15 years for his road bikes.
"I've looked at many different business opportunities. This is the one that really excites me. There is so much potential."
Hughes is aiming to set up a select number of Storch Raddar stockists. He will start to sign up UK IBDs from the Storck booth at Eurobike.