ZyroFisher has announced an exclusive UK and Ireland distribution partnership with Deity Components, the American manufacturer of premium race goods.
Deity was founded by Eric and Sadie Davies, and riders from the UK such as Brendan Fairclough and Chris Akrigg will be representing the brand in 2019.
Sitting within the ZyroFisher portfolio of brands, Deity will be serviced by its experienced team of account managers as well as being supported by the distributor’s marketing team. The brand’s commercial activities will be overseen by brand manager Andy Shepherd.
Eric Davies said: “The demand for Deity in the UK has been staggering and we could not think of a better fit to our brand, our heritage, culture, and direction than ZyroFisher. The UK is a primary focus for us and we are excited to be working shoulder to shoulder with the best to bring Deity to the UK in a very big way.”
Ian Calvesbert, chief commercial officer, ZyroFisher, said: “We are very pleased that Deity has joined the ZyroFisher portfolio as we become its exclusive partner in the UK and Ireland. We look forward to growing the brand and sharing Deity’s heritage and ethos with a wide range of mountain bike riders.”
Initial stock of Deity components will be available from ZyroFisher from May 2019, and retailers will be able to view the product line-up at this weekend’s COREbike. ZyroFisher will have its brand portfolio on display in the Aston room.