Lyon Equipment to distribute Arundel in UK and Ireland

Lyon Equipment has today announced a new distribution agreement with Arundel Bicycle Company.

Arundel, formed in 2000 and renowned for its premium cycling accessories including bottle cages, bar tape and saddlebags, will be exclusively distributed by the Cumbria-based distributor into the UK and Ireland with immediate effect.

Nils Amelinckx, cycle market manager at Lyon Equipment, said: “This is a hugely exciting addition to our portfolio and helps to cement Lyon Cycle as a supplier of premium brands to quality retailers in the bicycle industry.”

Chris Watson, one of Arundel’s founders, added: “From our first conversations it became clear Lyon and Arundel both value bricks and mortar retailers who cater to enthusiasts.

“We are very excited that Lyon is now our partner in this goal and want to extend our Texan gratitude to all UK and Irish retailers who have been very patient with us during our two year hiatus whilst we looked for a suitable partner.”

“It was clear from our correspondence with Chris Watson that they were looking for a proactive distributor who could help to build long term, sustainable growth by managing the brand’s premium positioning in the market,” added Amelinckx.

To achieve this, Lyon and Arundel have collaboratively worked on a Selective Distribution Agreement for the brand, similar to one which the Cumbrian distributor implemented for Ortlieb in 2014.

“By rolling out a Selective Distribution Agreement to our existing dealer base and continuing to invite new partners, we are confident we will deliver the shopping experience a consumer would expect from a premium brand like Arundel,” continued Amelinckx.

“This is based around the requirement for a premium bricks and mortar presence with prominent displays as well as highly trained staff to help add value to the brand.”

Arundel products will be on display to the trade at the Cycle Show in September.

In addition to Arundel, Lyon Equipment distributes Ortlieb luggage, Salsa Cycles, Bombtrack Bicycles, Tubus Carriers and Teravail Tyres.

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