Change in priorities brings agreement to an end; RM hints at the possibility of taking non-distributor route to market

Silverfish and Rocky Mountain Bikes part ways

Silverfish and Rocky Mountain are to end their UK exclusive distribution partnership after seven years.

Silverfish said it had thoroughly enjoyed working with the brand over a period that had seen it gain multiple National Championship titles and win fans, with the 2012 range pitched as its strongest line-up of bikes yet.

Silverfish will continue to support the brand while a new distributor is put in place, but will not ship or make available any 2012 Rocky Mountain Bicycles.

The distributor’s marketing manager Pete Drew said: “It’s been a great trip, Rocky Mountain has an extremely talented team, but Silverfish has grown significantly during this period and now have different priorities to those in 2004 when we started working together.”

Rocky Mountain returned the goodwill and commented that Silverfish has been a good partner. It said it would ‘take the next couple of months to explore different opportunities in the UK’.

“We have historically approached the UK market through a distributor, but moving forward we are going to look at the possibility of different approaches to maximise the product availability to the UK end consumers," commented Charles Russell, director of marketing and sales. "We are very excited about the launch of the 2012 line, as we have our strongest line up in many years."

Rocky Mountain will exhibit at this week’s Eurobike show in Hall B4 – Stand 200.

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