Netherlands-based Basil, known for its focus on cycling accessories which encourage people to ride their bikes more often, will see its products distributed across the UK and Ireland through a new partnership with Madison.

In sharing the news, Madison Sportline CEO Dominic Langan comments: “I am delighted for Madison becoming the exclusive distributor for Basil in the UK and Ireland. The brand has been absent from the UK market for a couple of years now and so it presents a unique opportunity to relaunch the brand without the disruption of legacy stocks.

“With this in mind, we are making Basil an IBD-only brand which is not allowed to be sold on any third-party marketplaces. We want to give the specialist retailers the best support possible for this brand and the confidence to stock the products in the knowledge that you will be able to make a great margin!”

The entire, extensive, product range – which spans bike bags, baskets, crates and other accessories – will be available to buy from Madison and on display for visitors to see at iceBike* 2025 which takes place at the beginning of February.

Dealers can pre-order from iceBike* with stock and POS options available immediately after the show.

A big talking point for the brand is that many global bike brands now come with MIK HD racks fitted as an OEM product.

The MIK system is a durable, convenient, and user-friendly fixing system that allows everything from bags to dog carriers to click easily into place without any wobbling or rattling for more secure transport.

Here, Langan adds: “Basil has created not only the de facto and market-leading mounting system but also the most comprehensive range of compatible luggage and accessories.

“Many global and domestic bike brands now come with MIK racks as the OE fitted rack system which is also owned by Basil and broadens the appeal of the brand.”

With more than 40 years of experience, Basil remains a family-run company, which saw its journey begin when founder Nico van Balveren crafted a wicker bike basket after a request from a customer. Today the business continues to focus on “designing high-quality products based on customer needs”, aiming to make cycling more attractive and fun.

With the full range of products on display for the first time at iceBike* North and South, and exclusive stocking in deals for retailers, Madison has added yet another reason for dealers to register for iceBike* 2025.

Retailers can contact their Madison account manager for more information on Basil products.