The Canadian brand was formerly distributed, on a limited scale, by IBD chain Alpine Bikes. The Marin importer and Whyte bikes originator is adding the brand to take it into the high-end jump bike, freeride, North Shore market, said ATB's Norco brand manager, Dave Hemming.

ATB Sales lands Norco distribution for UK

“Norco is the best in its class for North Shore freeride bikes. This completes our portfolio for performance mountain bikes” said Derek Farrent, Managing Director of ATB Sales Ltd.

“Norco is a brand that is well positioned for the UK market and ATB Sales is a perfect fit for Norco,” said Jim Harman, President of Norco.

“ATB Sales has a great reputation in the UK bike industry. With their professional approach to marketing and distributing we see a very bright future for Norco in the UK market.”

Norco is noted for its North Shore and jump bikes but it has 140 models in its range, from road, to comfort, to BMX. Norco is based in the heart of the North Shore Mountains in Vancouver, Canada, and was founded 40 years ago by Bert Lewis, who still owns the company.

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