Tag Archives: Upgrade

DMR Bikes warns of fake direct-to-consumer website

DMR Bikes has has warned consumers of a fake direct-to-consumer website that has appeared. The British mountain bike, jump bike and component brand, distributed by Upgrade Bikes, has released a statement about dmrdiscount.com, which features the DMR brand name, products and images without permission of the brand.  DMR said that …

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Cambrian appoints Upgrade as its wholesale partner to create a wider dealer purchase pathway for Goodyear

Cambrian Tyres has appointed Upgrade Bikes as its wholesale partner to work alongside them and build the Goodyear brand to a wide range of trade accounts. This follows the recent news that Cambrian Tyres has been appointed the new UK distributor for Goodyear bicycle tyres. Upgrade brings a long-established and …

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Mark Noble joins Upgrade in new role as head of marketing

Mark Noble has joined Upgrade Bikes, the Sussex-based distributor and home of house brands DMR and KinesisUK, as head of marketing. In this new role, Noble will work closely with the existing marketing, creative, content and web teams to strengthen brand presence and messaging across the Upgrade portfolio. Noble has previously …

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Upgrade to distribute Black Mamba workshop gloves to cycle trade

Upgrade has been appointed the distributor to the UK bike trade for Black Mamba nitrile workshop gloves. The industrial strength gloves have an industrial track record for out-performing and out-lasting regular disposable gloves, said Upgrade, offering bike mechanics greater protection and value. The distributor said it has been ‘highly impressed’ …

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Upgrade stocking new Lezyne security Airtag products

Lezyne has introduced a new category of bike security to its extensive accessory line, with three new products. UK distributor Upgrade is stocking the new security Airtag products, which include the Matrix Bike Tagger, the Matrix Saddle Tagger and the Matrix Air Cage. The Matrix Bike Tagger (srp £20) (pictured above) …

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Upgrade Bikes to cease being UK distributor for Pivot Cycles from 1st July

Upgrade Bikes has announced that it will cease being the UK distributor for Pivot Cycles from 1st July 2022. Upgrade picked up sole UK distribution for the US brand back in 2010. Pivot, which was founded in 2007 by Chris Cocalis, said it will work with a new UK distribution …

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COREbike 2022 preview: Upgrade, Chicken CycleKit

Upgrade has six brands that joined its well-established portfolio since the last CORE bike show so there will be plenty new to see. SixSixOne protection will highlight MTB body protection alongside helmets and gloves goggles. DexShell waterproof gloves and socks have been well received by dealers and with April Showers …

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Effetto Mariposa unveils line of bike cleaning products

Effetto Mariposa has unveiled a new line of cleaning and lubricating products. The products are Allpine Light – a biodegradable bicycle cleaner, Allpine Extra – a degreaser with pine oil, Flowerpower Wax – a chain lubricant with sunflower seed wax, Mangiacatena – a chain cleaning device, and a Cog Brush. …

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DexShell joins forces with Upgrade Bikes for UK bike trade distribution

DexShell has joined forces with Upgrade Bikes for its UK bike trade distribution. Over the past few years, DexShell has established itself as a premium brand in the waterproof accessory market. Now, for the first time, the brand has joined forces with a dedicated cycle industry supplier to further strengthen …

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Repente unveils Prime 3.0 saddle

Repente has unveiled the Prime 3.0 – 142, directly derived from Prime 2.0. The first change concerns the width of the saddle, 142mm – one of the sizes most in demand on the market, said the brand, which completes the range alongside the more traditional 132mm version. The shape of …

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