KENDA Tyres has struck a new UK distribution deal, handing the reins to Upgrade Bikes as its official partner in Britain. The move marks a fresh chapter for the Taiwanese tyre brand’s presence on these shores, with Upgrade set to manage stock, sales and support for retailers across the country.
Details on the full range of products moving through the new arrangement remain limited, but the appointment signals KENDA’s intent to strengthen its foothold in a competitive UK market where riders have plenty of choice when it comes to rubber for road, gravel and off-road use.
Upgrade Bikes is a familiar name in UK cycling distribution circles, having handled a number of component and accessory brands over the years, so the switch should mean a relatively smooth transition for shops already stocking KENDA products.
For everyday riders, changes in distribution rarely make headlines, but they can quietly influence what’s actually available on shop shelves and how quickly warranty or replacement issues get sorted. A well-organised distributor often means better stock levels and faster turnaround when something goes wrong mid-season – not a bad thing with the wetter months approaching and punctures becoming a more regular feature of club rides.
On Track Magazine will keep an eye on how the new partnership beds in, particularly whether it brings any new KENDA lines – especially in the gravel and all-road categories – to UK dealers in the coming months.
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.
