UK trade suppliers, Independent, has announced an exclusive UK distribution partnership with Vistella, a British company that designs and produces reflective cycling gear with a strong focus on innovation, safety and rider visibility.
“We are excited to announce the newest addition to our portfolio, Vistella. We were really impressed with the vision they hold for the future as well as their great products. We look forward to working closely with Vistella and growing the brand with the help of our loyal customer base.” said Jack Wilkinson, brand manager at Independent.
Founded by David Boadu, Vistella originated as a university project in 2016 while Boadu was studying at Kingston University. The original concept focused on improving cyclist safety through reflective cycling gear, beginning with a pair of reflective gloves. The project gained early recognition, winning the Kingston University Bright Ideas competition before going on to secure the Young Enterprise Start-Up Company of the Year, alongside several other accolades.
After completing his studies, Boadu later returned to the concept with renewed focus, officially launching Vistella as a commercial brand in 2023, with a clear mission to design functional, safety-led cycling products that help riders be seen.
Through the new partnership, Independent will initially distribute Vistella’s luggage range, marking the first phase of the collaboration. The range is led by the Lantern, a fully waterproof, reflective two-in-one backpack pannier designed for commuting cyclists. The Lantern converts from backpack to pannier in under eight seconds and features 360-degree visibility, placing safety at the core of its design.
Also included is the Midnight, a black, minimalist version of the bag with reflective details, aimed at riders seeking a bold, understated and timeless aesthetic while maintaining practical commuter functionality.
Commenting on the partnership, David Boadu, Founder and CEO of Vistella, said: “Vistella started as a simple university idea centred around one problem — cyclists not being seen. Partnering with Independent is a major milestone for us. From the very first call with Jack and the team, it was clear we shared similar values around safety, quality and supporting independent retailers.”
Prior to the Independent agreement, Vistella had already built strong momentum within the independent bike retail channel. By taking a hands-on approach, Boadu visited local bike shops across London to demonstrate the Lantern in person, resulting in many independent retailers pre-ordering the product before any formal distribution partnership was in place.
Vistella is now stocked in over 50 independent bike shops, with positive early feedback from retailers on the Lantern’s versatility, visibility features and suitability for urban commuters.
Boadu added: “Retailers immediately understood the Lantern once they saw it in person — the conversion speed, the waterproofing, and the visibility all resonated strongly. Working with Independent allows us to scale nationally while remaining rooted in the independent bike trade.”
With Independent’s nationwide distribution network now supporting the brand, Vistella is aiming to significantly expand its UK presence, with the goal of reaching 100 retail stores by the end of the year. Both parties have also highlighted opportunities to collaborate on future products across Vistella’s wider reflective cycling and safety gear range.
Current trade customers can now visit our new B2B site at independent100.co.uk.
Dealers who would like to learn more about Vistella or set up an account can contact Independent on 01299400008 or email sales@independent100.com.
