Upgrade Bikes has been named UK distributor for Newlane, the British folding helmet brand that picked up the BikeBiz 2026 Product of the Year award last week.
The deal adds Newlane to the Upgrade portfolio of brands available to the UK dealer network, with the helmet range now available to bike shops through the distributor.
Designed and manufactured in the UK, Newlane’s helmets pair a unique folding design with MIPS technology. The brand has already collected multiple product awards and safety certifications, and Upgrade says it offers bike shops and their customers a real point of difference – particularly commuters and everyday cyclists looking for a helmet that is easy to carry and store.
Matt Killick, head of sales at Upgrade Bikes, said: “We’re really pleased to be bringing Newlane Helmets into the Upgrade family of brands. Newlane offers something genuinely different, combining the practicality of a folding helmet with MIPS technology, which we believe gives our dealers a great opportunity to stand out in a competitive market. We see real potential with commuters and everyday cyclists who want a helmet that’s easy to carry and store without compromising on safety technology. We’re looking forward to introducing Newlane to our dealer network and working together to grow the brand across the UK.”
Josh Cohen, co-founder of Newlane, added: “We’re really excited to be partnering with Upgrade. We’ve worked incredibly hard to build a product that solves a genuine problem for cyclists and having a partner with Upgrade’s experience and retail network is a huge step forward for us. We’re looking forward to getting Newlane into more bike shops across the UK and making our helmets accessible to even more riders.”
Newlane’s Dominic Cotton said: “From day one, our ambition has been to make cycling safer and more convenient. Partnering with Upgrade gives us a fantastic opportunity to introduce Newlane to a much wider network of bike retailers. We’re excited to work closely with their team and build something really successful together.”
Dealers can find out more from their Upgrade account manager, by calling 01403 711611 or by visiting www.upgradebikes.co.uk.
