A New Chapter For Gravel Innovation Begins
OPEN Cycle, the brand that helped define the modern gravel bike, has chosen Bikebiz Bike Distributor of the Year Silverfish UK as its exclusive distributor for the UK & Ireland. Founded by cycling visionaries Gerard Vroomen and Andy Kessler, OPEN has spent over a decade pushing the boundaries of performance, comfort, and versatility.
Now, with the highly anticipated 2025 product line on the horizon, including the revolutionary new CONCEPT U.P.PER frameset, OPEN is set to raise the bar once again. Combined with Silverfish’s deep-rooted passion for premium bikes and outstanding dealer support, the timing couldn’t be better.
Andy Kessler, co-founder of OPEN, on the partnership: “Silverfish was the clear choice for us. After meeting the team, I had no doubt they were the right partner – our values, passion and love for great bikes align perfectly. Over the years, our paths have crossed many times through brands like Easton and Yeti, and now we’re thrilled to have OPEN join ‘The Fish.’”
Silverfish UK’s Managing Director, Matthew Osborne, shares the excitement: “At Silverfish, we live and breathe riding on dirt. OPEN has always been on our radar, not just as industry leaders, but as the brand that defines gravel excellence. Many of our team already ride an OPEN and I have no doubt that number is about to grow! OPEN is a perfect fit for Silverfish and we can’t wait to introduce these legendary framesets to our network. Huge thanks to Andy, Gerard and the team for trusting us with their iconic brand.”
The partnership kicks off in style at this year’s COREBike Show, where UK retailers will get their first look at the all-new CONCEPT U.P.PER frameset. Silverfish invites dealers to visit their stand and experience the next level of gravel bike innovation first hand.
Retailers interested in becoming authorised Open Stockists can find out more by calling 01752 843882 or emailing sales@silverfish-uk.com.
About OPEN
Co-Founders Andy & Gerard say it best: “At OPEN, our motto is “working hard to stay small”. We’ve done the “big company” thing and it was time for something different. So we design the bikes we want to ride ourselves, we produce them, sell them to like-minded people and that’s it. Staying small forces us to focus on what matters: Product development, taking care of customers (shops and consumers), and not much else. No sponsorships, no marketing, no flashy offices; we simply don’t have the time for any of that. So if you like the simplicity of nice bikes, nice rides, nice company and nothing else, join us at OPEN.”
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, Marzocchi, CushCore, Peaty’s, 100%, Easton, Birzman and Skratch Labs. Silverfish UK was honoured with the Bike Distributor of the Year award at the 2024 BikeBiz Awards.
