Line-up sees bulked up road and MTB offering, plus launch

Madison’s ‘strongest clothing collection to date’ to launch at iceBike*2012

Madison is set to show off its ‘strongest looking clothing collection’ yet from its own brand at iceBike*, the firm has told BikeBiz.

From an initial basic line-up in 2009, Madison has steadily built the range up into a ‘complete cycling collection’.

Visitors to iceBike* – running from Tuesday February 21st to 23rd at Madison’s distribution centre in Milton Keynes – will see the broadened range, new POS options and a sneak preview of the autumn/winter 2012 pieces.

“We’re steadily building the range into a complete cycle collection, and the past 12 months has seen us bulk up our mountain bike and road offerings as well as refreshing some of our original pieces,” said brand manager Russell Whitaker. “The updated style is really just an evolution of what we were already doing, but simply enhanced by a cleaner and more defined image which can be seen on our new website, We’ve backed up the evolution of our products with a higher standard of product and lifestyle photography in order to convey the inherent brand quality of Madison Clothing.”

The firm is planning to keep filling range gaps with a new collection of summer Lycra due to arrive in spring to complement new winter Lycra.

“When we launched the initial compact range in 2009, the range was basic and consisted of only a few essentials like jackets and mitts. The clothing industry was new to us and we didn’t want to jump straight in at the deep end.

“We’re now working with some of the best designers in the industry and some really great factories to create garments that we’re really proud of. Our entire design and development process has been updated, and we’re backing it up with some really strong marketing campaigns and a specific apparel sales team to help ensure that our dealers get the most out of Madison Clothing.”

The firm added that all-year round stock availability is a key focus for the brand and that the range draws on a number of influences. “We try and take our inspiration for new products from outside of the cycle industry as much as we can: as a business we’re involved in the snow and outdoor trade, and both those industries offer us something different from the norm.”

Whittaker added: “We’re always open to taking on new dealers and we’re especially keen to be represented in traditional bricks and mortar retailers, as with clothing the fit and material are really important and it’s difficult to get that message across online.”

Interested dealers can contact sales at or speak to Madison’s telesales on 01908 326000.

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