British apparel and luggage specialist Altura has strengthened its commercial team with the appointment of Matthew Wales as Brand Promoter, a role focused on nurturing the company’s relationships with Independent Bicycle Dealers across the UK and Ireland.
Wales will work directly with shops on the ground, helping them showcase Altura’s clothing and bikepacking ranges more effectively and identifying opportunities for dealers to grow their share of the brand’s business. The move reflects Altura’s continued emphasis on the traditional bike shop as a sales channel, at a time when many brands are leaning more heavily on direct-to-consumer online sales.
For riders, a stronger IBD network can mean better access to try-before-you-buy kit, more informed advice on sizing and layering for the British climate, and improved local stock availability rather than long waits for online orders. Independent shops also remain a vital source of fitting expertise and after-sales support, particularly for the technical waterproofs and luggage systems Altura is known for.
Altura’s decision to invest in a dedicated dealer-facing role comes amid broader pressure on the independent retail sector, with several shops closing in recent years as consumers shift spending habits. Brands that actively support their bricks-and-mortar partners may find themselves better placed to retain loyal customers who value hands-on advice, especially ahead of the autumn and winter buying season when demand for weatherproof kit typically peaks.
No further details on Wales’ background or start date were included in the announcement, though Altura said the appointment forms part of a wider push to build out its commercial team this year.
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.
