Ritchey makes the move to Upgrade

Ritchey International is making a change to its IBD distribution in the UK, with Upgrade Bikes becoming the new home.

"The UK has always been a strong market for Ritchey, with many loyal customers throughout the region. With our ever-developing product range, continued innovation, and increasing consumer interaction, we felt it is the right time to re-energise our presence in the UK,” said global director of sales Riccardo Deliziosi.

“We are excited for the years ahead and look forward to working with Upgrade who share our vision, have a very focused IBD sales team and are very in tune with all the latest markets trends."

Upgrade sales manager Matt Killick added: “The Ritchey brand has already become a chosen part of our Kinesis build kits, offering innovation with quality and good looks. We are excited to now offer our IBD dealer network a selection of product from the extensive Ritchey catalogue.

“We are looking forward to re-introducing the Ritchey brand to many IBDs who, like us, know the brand name but have been out of view of the product developments more recently.”

Upgrade will have stock of a core range of Ritchey accessory products from late March and products are now listed on the Upgrade site.

Frames and complete bikes will continue to be serviced to dealers directly from Ritchey with Simon Beatson from the company heading up sales for these as before.

Dealers can contact their regional Upgrade sales representative or the internal sales team 01403 711 611.