BikeBiz Bicycle and cycling retail news
The X-Lite brand is preparing to return to market this year, to be carried to trade via Hotlines.
Launching at Eurobike, X-Lite will now be driven by Brant Richards and the Shedfire development team – the team behind Ragely and Nuke Proof.
"We’re working around the brand’s original ethos, producing tidy aftermarket upgrade components, many CNC machined and anodised in several colours," revealed Brant Richards, Shedfire. "It’ll be mid-to-high-end stuff, with one key product being a rigid full carbon fork available in both 9mm and 15mm thru-axle options."
Hotlines Europe marketing manager Andy Gowan added: "Hotlines is really looking forward to working with such a great UK brand, with an amazing amount of pioneering UK MTB history behind them. We’ve got the ideal combination of cutting edge design with top notch distribution and customer service, to make the relaunch of X-Lite a big success.”
Muc-Off’s Alex Trimnell said: "With the exponential growth of Muc-Off over the last five years Marilyn, Emma and I decided there wasn’t either the time or focus available to carry on growing the X-Lite brand. With the ongoing opportunities ahead for Muc-Off we decided to seek a suitable company that would not only take the X-Lite brand forward but would also respect the X-Lite brand, heritage and design aesthetic.
"When we discussed this opportunity with Hotlines and Shedfire, we knew that their team would not only understand X-Lite’s past, but their team would also have the energy, passion and technical knowledge to drive its future innovation to ensure the ongoing success of X-Lite Components.
"2011 is the re-launch of X-LITE and I have had a sneak preview of the new designs and all I can say is that I’m very excited! I am personally looking forward to working closely with the Hotlines team to assist in the ongoing development."
Hotlines UK: 0131 319 14 44
sales@hotlines-uk.com
