BikeBiz Bicycle and cycling retail news
Silverfish has picked up UK distribution rights to Italian premium brake manufacturer Formula.
The Prato, Italy-designed, assembled and shipped product range includes the One brake and the R1, reportedly the lightest and most powerful disc brakes on the planet, according to Silverfish.
The critic-friendly brakes have won numerous awards and accolades from the cycle press, with the R1 brakes winning Best Brake of the Year in What Mountain Bike’s 2010 awards issue, and also scoring two slots – for the R1 and One brakes – in Dirt’s 100 best products of the year.
The Silverfish team are big fans of the brand, as marketing manager Pete Drew explained: “We’re so pleased to be offering Formula brakes and products to the UK IBD network. Their performance and quality has made them market leaders in our eyes which is why we are so keen to work with them. The products constantly win magazine tests and gain World Cup podiums which further backs up their performance."
Formula was established is 1987, targeting the high-end motorcycle disc brake market. In 1993 the firm used its knowledge gained from producing championship winning motorbike disc brakes in the development of MTB-specific disc brakes. As a result Formula was the first to design, produce and distribute disc brakes for the MTB market.
Formula’s Prato base has seen a move to a larger multi-floored facility, increasing production capabilities and brining Formula’s departments back under one roof.
For more on the brakes and becoming a Formula dealer, call Silverfish sales on 01752 843882.
