Bicycle components distributor Extra UK has strengthened its commercial team with two new hires, bringing in Antonio Fiore as National Account Manager and Emma Dickson as Retail Marketing Manager.
Fiore arrives with more than 13 years’ experience in the cycling trade, having spent the bulk of that time working across various roles at fellow distributor Silverfish. His appointment is aimed at deepening relationships with the firm’s retail and trade partners as Extra UK looks to expand its national accounts base.
Dickson steps into the newly created retail marketing post, tasked with sharpening the brand’s presence on shop floors and supporting independent bike shops with point-of-sale material and promotional campaigns. Extra UK said the pair reflect a period of growth for the company as it continues to build out its distribution network across the UK.
Neither appointment will mean much to riders picking up a new groupset or set of tyres this week, but the strength of the distribution and retail network behind a brand often shapes what’s available on shop shelves, how quickly stock reaches dealers, and how well local bike shops are supported when things go wrong. For everyday cyclists, that translates into better availability of parts and more informed advice at the counter – not a bad thing with stock levels across the trade still recovering from recent supply chain disruption.
Extra UK has not detailed further changes to its structure, but further appointments are understood to be under consideration as the distributor continues to grow its UK operations.
Sam Allcock is a digital PR entrepreneur and publisher with over two decades in SEO, content and media. He founded PR Fire, the pay-as-you-go press release distribution service, and has worked with brands including Red Bull, Nokia and Liverpool FC. He contributes to HuffPost, HubSpot and The London Economic, and owns a portfolio of news and media titles, of which On Track Magazine is one.
