French tyre manufacturer Michelin has announced Silverfish as the new distributor of its bike ranges throughout the UK and Republic of Ireland in a new partnership deal.
The agreement marks a consolidation to a single exclusive distributor arrangement.
Michelin offers tyres for road, MTB and city and includes specific product for e-bikes. The brand announced its return to the professional peloton last year by sponsoring the Cofidis team in a new two-year ‘technical partnership’ that will run from 2018.
Marc Speed, Michelin commercial market product manager, said: “Working with Silverfish to support existing retailers and expanding our retail presence is a key next step in our strategy to grow our share in the UK and Republic of Ireland markets.
“The Michelin brand, our race-proven products and Silverfish’s industry leading service will be a powerful combination.”
Darren Mabbott, Silverfish managing director, said: “It’s a great honour to be partnering with a brand of the scale and scope of Michelin.
“We’re great admirers of their current market-leading tyre and tube ranges but we’re equally excited about the many new and innovative products coming down the line.
“Michelin will be a great fit with our portfolio and we wholeheartedly share their ambition to re-establish them as the number one bicycle tyre brand.
“We can’t wait to start talking to retailers about this brilliant new addition to the Silverfish family.”
Silverfish are promising that dealers will be welcomed by a very well known figure on arrival at Whittlebury Hall.