Norco signs exclusive distribution partnership with Silverfish UK

Norco Bicycles has announced an exclusive partnership with Silverfish UK as the brand’s distributor for the UK and Ireland.

The collaboration brings together Norco’s rider-first mountain bikes, crafted in the backwoods of British Columbia, and Silverfish’s award-winning expertise in the distribution of premium MTB and crossover brands.

As Norco gears up to celebrate its 60th anniversary this year, it’s clear that the spirit of innovation is alive and well. Earlier this year, Greg Minnaar, the championship downhiller, joined the Norco Factory race team, foreshadowing a series of releases in the upcoming months.

Chris Hennessey, Norco international sales manager, expressed excitement about the partnership, stating: “We are stoked to be partnering with the Silverfish team. Their passion for mountain biking and knowledge of the UK market fits perfectly with our own.”

Silverfish celebrates its 25th anniversary in 2024 and the alliance with Norco marks a return to the distributor’s North Shore roots, where the journey began.

Darren Mabbott, Silverfish Founder, added: “We cannot wait to begin this exciting collaboration with Norco. There’s a great synergy between Silverfish’s values and Norco’s dedication to cutting-edge innovation and setting the bar in engineering excellence.

“Norco’s engineering set-up and testing facilities are jaw dropping, and you can see this in the new bikes and ambitions from the Factory Racing team. It feels like no greater time for us to partner.”

Matthew Osborne, Silverfish managing director, emphasised the cultural alignment between the two companies. He said: “Meeting the Norco team and riding the new bikes in their own backyard just proved how well-aligned we are in terms of culture and ambition.”

The Norco 2024 line-up will make its debut at the COREbike show from Sunday, February 18, to Tuesday, February 20.

Retailers are invited to attend the show at Whittlebury Hall, Towcester show to view the embargoed models and get a sneak peek at the opportunities ahead.

For those eager to be part of this venture, Model Year 2024 Norco bikes and frames are exclusively available for order at Silverfish-uk.com.

Retailers interested in becoming authorised Norco Stockists can find out more by calling 01752 843882 or emailing sales@silverfish-uk.com.