Back to the North Shore for Silverfish, Norco’s exciting new partnership unveiled

Norco Bicycles is excited to announce its exclusive partnership with Silverfish UK as the distributor for the UK and Ireland. The collaboration brings together Norco’s rider-first mountain bikes, crafted in the backwoods of British Columbia, and Silverfish’s award-winning expertise in the distribution of premium MTB and crossover brands.

As Norco gears up to celebrate their 60th anniversary this year, it’s clear that the spirit of innovation and trail-blazing excellence is alive and well. With Greg Minnaar, the championship downhiller, joining the Norco Factory race team, foreshadowing a series of groundbreaking releases in the upcoming months.  

Silverfish celebrates its 25th anniversary in 2024 and the alliance with Norco marks a return to the distributor’s North Shore roots, where the journey began.

Norco International Sales Manager, Chris Hennessey, expressed excitement about the partnership, stating, “We are stoked to be partnering with the Silverfish team. Their passion for mountain biking and knowledge of the UK market fits perfectly with our own.”

Silverfish Founder, Darren Mabbott added, “We cannot wait to begin this exciting collaboration with Norco. There’s a great synergy between Silverfish’s values and Norco’s dedication to cutting-edge innovation and setting the bar in engineering excellence. Norco’s engineering set-up and testing facilities are jaw dropping, and you can see this in the new bikes and ambitions from the Factory Racing team. It feels like no greater time for us to partner.”=

Matthew Osborne, Silverfish Managing Director, emphasized the cultural alignment between the two companies, stating, “Meeting the Norco team and riding the new bikes in their own backyard just proved how well-aligned we are in terms of culture and ambition.”

The Norco 2024 line up will make its debut at COREbike 24 in the Silverfish rooms at Whittlebury Hall. Retailers are invited to come and view the embargoed models and get a sneak peek at the great opportunities ahead.

For those eager to be part of this thrilling venture, Model Year 2024 Norco bikes and frames are exclusively available for order at Retailers interested in becoming authorized Norco Stockists can find out more by calling 01752 843882 or emailing

About Norco

Norco, a global leader in high-performance mountain bikes, is celebrated for its commitment to innovation, quality craftsmanship, and trail-blazing excellence. Founded in 1964 as Northern Cycle Industries, Norco’s evolution has been marked by hard work, passion, and an unwavering commitment to innovation. The brand’s DNA is wired with the mountains and trails of British Columbia, serving as the ultimate inspiration for every Norco bike.

About Silverfish UK

Established in 1999, Silverfish UK has carved a unique space in the distribution market, focusing on premium MTB and crossover brands. Operating across the UK, Ireland, and various European territories, Silverfish’s portfolio includes iconic and innovative names such as Yeti Cycles, FOX Factory, Michelin, Race Face, SDG, Forestal, Marzocchi, CushCore, Peaty’s, Ride Concepts, 100%, Easton, Birzman, and Skratch Labs. Silverfish UK was honoured with the Bike Distributor of the Year award at the 2023 BikeBiz Awards.