Premium kids bike brand joins the St Albans distributor

Early Rider signs with Fisher Outdoor Leisure

British-based premium kids bike brand Early Rider has signed an exclusive UK distribution agreement with Fisher Outdoor Leisure.

The Henley-based company was founded in 2005 and now the products have a global audience. The goal is to design products that make life and the thrill of adventure easy for young children to embrace in style, according to the brand, building bikes that enable children to get stuck in, whether cruising around town or zooming through the woods. 

PICTURED: Belter, Road Runner and Spherovelo

Founder and owner Andy Loveland said: “We are very excited to be working with Fisher Outdoor Leisure. They are an established distributor whose business is over 80 years old and they really understand the UK bike industry.

"We identified immediately with their approach to supporting the specialist IBD. We want Early Rider to be sold in UK IBDs, because our products start at 6 months, so where better for a parent to get the best advice on giving their child a life skill. Fisher was a natural choice for us, they have a large IBD sales and customer service team and have many initiatives aimed at supporting the IBD, so it made a lot of sense for us to work together."

Fisher CEO James Browning added: “We are delighted to be working with Early Rider. Their products are fantastic and the designs are really well thought out. Their commitment to quality and uncompromising standards, we hope, will provide IBDs with an opportunity to build relationships with consumers right at the beginning of their journey. For example, the spherovelo’s revolutionary design provides children as young as 6 months with an intuitive, fun and rewarding approach to riding, whilst the Belter is the lightest easiest to maintain kids bike on the market.”

Fisher Outdoor will be exhibiting the Early Rider product range this weekend at The Bike Place. Orders will be taken from Sunday and stock is due to be available from mid March.

Interested dealers can speak to Fisher or Early Rider at the show or contact sales on 01727 798345. Or visit

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