Rubena's UK distributor speaks out on the European tyre brand

IN THE SADDLE: Adam Rous, Bike Tyrestore

What bikes do you own?
I’m currently ‘between’ bikes, having recently sold my Cannondale CAAD5. It was great, but with carbon wheels there are only so many potholes you can absorb before your fillings come loose! I have my eye on an MTB because it can go off-road as well as on if the mood takes me. Also, Rubena does some pretty slick MTB tyres so it’s just a case of swapping them.

Where is your favourite place to ride?
The roads around where I live in Staffordshire are pretty good for road riding so I don’t really have a favourite place, but I’d say any quietish B-road around where I live is great as there are fast flats as well as some quad-burning hill climbs too.

How has the trade reacted to the UK Rubena launch?
Competition is fierce with so many tyres available so the launch hasn’t been ground breaking, but we knew this was going to be the case as there are already so many fantastic tyres out there. I think once we get established and have some product reviews, the trade may start to realise Rubena is a viable option for any dealer with good margins. Plus they’re buying European quality.

Which sectors of the bicycle market does the range serve?
Rubena has been going for a long time and has seen its range change as cycling has. It manufactures tyres for almost every discipline but I guess is best known for its off-road range of tyres, developed by the 2010 cross country world champion, Jaroslav Kulhavy. He knows a thing or two about MTB XC.

Are there any incentives to get cycle retailers on board?
We’re able to offer good POS and some literature as well as offering a really nicely made tyre from Europe which we feel will enable a dealer to make a good margin whilst at the same time not feel like they’re selling an inferior brand. When dealers see the quality of the tyre, I think they will be comforted by this. We’re looking to get a dealer database going so that the growing cycle community can find out where their nearest Rubena dealer is, whilst at the same time find out all they need to know about this growing brand. We’d love to hear from any dealer wishing to find out more about Rubena.

To find out more about how to get on board please call freephone 0800 281413 or visit

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