BikeBiz Bicycle and cycling retail news
Wilderness Trail Bikes (WTB) has joined the Saddleback family of brands.
For more than 40 years, WTB has been innovating its portfolio of cycling products.
From its humble beginnings, with the founders tearing down Mt Tam back in 1982 on ill-equipped cruisers, WTB now produces a range of tyres, saddles and wheel solutions.
A constant in the industry while trends came and went, WTB forged its own path, introducing the 29” tyre standard back in 1999 and, more recently, developing the Road Plus category for tyres and rims.
Richard Mardle, Saddleback brand director, said of the new partnership: “With such a long history of innovation firsts in the mountain and gravel bike world, WTB is a brand we had coveted from an early age, not just in business but as riders.
“We are extremely happy to partner with the WTB team to rebuild the brand within the UK and Irish markets, across all retail channels, with the exciting line up of new products to come.”
Building upon a global market position in mountain and gravel, Saddleback will be enhancing and supporting the brand across all channels to reposition it back into the marketplace.
Gary Gleason, vice president of sales at WTB, added: “WTB is excited to partner with Saddleback for UK and Ireland distribution. We are humbled to be in such great company within their brand portfolio.
“Their dedication to supporting retailers with premium brands and products aligns perfectly with the innovations we have in the pipeline.”
WTB products are now available to order through Saddleback for the UK and Ireland. Stock is expected to be available to retailers in the next two weeks.
For more information, contact an area representative or get in touch with the customer services team at info@saddleback.co.uk or by telephone on 01454 285285.
