ODI parts ways with Ison, agrees distribution deal with Madison

After over two decades of collaboration, Ison and ODI have ended their distribution partnership.

As of 1st October, ODI’s bicycle lines will be taken care of by Madison alongside its power-sports products, which were already distributed by the Milton Keynes-based company.

ODI is looking to consolidate overall logistics and marketing expenditure and believes using the same distributor for all its lines to be more cost-effective.

ODI brand manager Colby Young said: “We would like to sincerely thank Ison for their many years of support in the bicycle market. It has been a difficult decision to leave Ison, however, it was one that we felt would best allow ODI to achieve it’s long term objectives across both markets.

“We wish Ison nothing but the best moving forward as they continue to grow the extensive range of brands they represent.”

Lloyd Townsend, Ison MD, added: “We wish Madison continued success with the ODI brand that we have been fortunate to be an integral part of growing in the UK over the years. We will be refocusing resources onto other elements of our growing distribution portfolio.”

Dominic Langan, CEO at Madison and Sportline, said: “I’m delighted with the appointment of Madison as the exclusive distributor of ODI for all markets in the UK and Ireland.

“I believe the brand is hugely under-potentialised in the cycle market and whilst most stores offer some grips it is often fragmented and not given much thought. We will be addressing that with a range of stocking in and promotional initiatives to suit everyone. We are in stock and everything is on B2B now.”

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