Factor has announced that distribution of Factor Bikes and Black Inc in the United Kingdom will now be managed directly by the global business, following a decision by John Bailey to focus on the dealer direct experience so well established and respected by many who have been to Vires Velo.
Since establishing Factor Bikes UK in 2019, later Vires Velo, Bailey has played a significant role in building the presence of both Factor and Black Inc in the market. Under his leadership, the business grew through a challenging period and recently expanded its retail partner network across the UK. As that strategy has gained momentum, Bailey has chosen to hand distribution back to Factor, allowing the brand to support the next phase directly while Vires Velo continues as a focused retail operation and a more bespoke option on its well-established build quality and services.
Born in Norfolk and built on a philosophy of engineering-led performance, Factor sees this transition as a natural progression for the brand in its home market. By bringing UK distribution in-house, Factor will work more closely with retailers, improve operational alignment, and provide stronger support across sales, stock, service, and marketing.
“Factor is a UK brand born out of Norfolk, and it is a natural progression for us to take on the distribution of this territory. With this transition, we are committed to providing a stronger stocking position, enhanced marketing support, competitive margins, and favourable terms. As I always say, we are in the same boat, meaning whatever benefits our dealers also benefits Factor. My approach to working with all dealers is rooted in partnership, and I look forward to collaborating with many of them,” said John Ebsen, Factor Global Sales Manager.
David Millar, Chief Brand Officer says: “This transition is especially exciting because it gives us the chance to be more directly involved in the British cycling scene. The UK is an important market for Factor, both because of the brand’s roots and the strength of cycling culture here. Bringing distribution in-house allows us to work more closely with retailers, support the market more directly, and play a more active role in the community.”
Factor would like to express its sincere appreciation to John Bailey for the role he has played in building the brand in the UK. Since 2019, John and his team at Vires Velo have helped grow Factor and Black Inc significantly in the market, establishing strong momentum and an expanded retail presence. This transition reflects the success of that work, and Factor is grateful for the foundation he has created.
For UK retailers and partners, the change signals a more direct relationship with Factor and a renewed focus on service, availability, and market support.
As part of this transition, Hayden Daniells has joined Factor as UK Sales Manager and will lead the development of the retailer network in the market.
Further information will be shared directly with dealers and partners in due course.
Dealer Enquiries
UK Sales Manager: Hayden Daniells – hayden@factorbikes.com
Phone: 07951 756 272
Media contact
Marketing Manager: Alexandra Hedreul – alexandra@factorbikes.com
