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Belgian Cycling Factory Launches UK Office to Distribute Ridley, Eddy Merckx, and Nukeproof Bicycles
Belgian Cycling Factory (BCF), the parent company of iconic bicycle brands Ridley, Eddy Merckx, and the recently acquired Nukeproof, has announced the launch of Belgian Cycling Factory UK (BCF UK). This new dedicated distribution office, set to begin operations on July 1, 2025, will serve independent bicycle retailers across the UK and Ireland. The move represents a strategic expansion for BCF, solidifying its presence in one of Europe’s most vibrant and performance-oriented cycling markets.
Strengthening BCF’s UK Presence
BCF UK aims to provide local product availability, comprehensive technical support, and expert service to bike shops catering to premium road, gravel, and mountain bike customers. This initiative underscores BCF’s commitment to enhancing its market share in the UK, particularly at a time when other brands are scaling back their operations in the region. By establishing a direct presence, BCF seeks to offer a more responsive supply chain, improved service levels, and enhanced brand representation tailored to the specific needs of the UK and Irish markets.
The UK division is a collaboration between Russell Merry, a seasoned industry professional with extensive experience at Hot Wheels, Cycling Sports Group, and Frasers Group/Evans Cycles, and Jochim Aerts, CEO of Belgian Cycling Factory. This partnership combines Merry’s deep understanding of the UK cycling market with Aerts’ leadership in driving BCF’s global strategy.
A Commitment to Performance Cycling
Jochim Aerts highlighted the significance of this expansion, stating, “We’re excited to establish a direct presence in the UK and Ireland. This new office allows us to better support our valued retail partners and grow the Ridley, Eddy Merckx, and Nukeproof brands in a market that is passionate about performance cycling. At a time when some brands are reducing their commitment to the UK, Belgian Cycling Factory is stepping up to expand our market share.”
Russell Merry echoed this sentiment, emphasizing the potential of the brands under the BCF umbrella. He remarked, “These are fantastic brands with deep heritage and a clear commitment to innovation. I’m looking forward to meeting dealers nationwide and working closely with shops to ensure our portfolio secures its rightful place in the UK cycling market. Although we’re at the beginning of this journey, my diverse experience in bicycle distribution and retail will help us deliver real value to both existing and new partners. BCF UK is open for business.”
Enhanced Services and Offerings
With the launch of BCF UK, independent dealers can expect a range of benefits, including improved service levels, enhanced brand representation, and a more responsive supply chain. BCF UK will also introduce additional services such as custom paint and build options, leveraging the innovative capabilities of the BCF brands. This tailored approach aims to meet the specific demands of UK and Irish retailers, ensuring they have access to premium products and support that align with their business needs.
The establishment of BCF UK also highlights the company’s focus on amplifying the rich DNA of its portfolio. Ridley, Eddy Merckx, and Nukeproof each bring their unique heritage and innovation to the table, catering to different segments of the cycling market. Ridley is renowned for its performance road and gravel bikes, Eddy Merckx embodies a legacy of excellence in road cycling, and Nukeproof is a leader in the mountain biking scene. Together, these brands offer a comprehensive range of options for cyclists of all disciplines.
A Strategic Move for the UK Market
The decision to launch BCF UK comes at a pivotal time for the cycling industry in the UK. With growing interest in cycling for both recreational and competitive purposes, the demand for high-quality bicycles and accessories has surged. By establishing a dedicated office, BCF is positioning itself to capitalize on this trend, ensuring that its brands are well-represented and supported in the region.
This move also reflects the broader strategy of BCF to strengthen its global footprint and enhance its ability to serve customers and retailers more effectively. The UK, with its dynamic cycling culture and strong retail network, represents a key market for the company’s growth ambitions.
Looking Ahead
As BCF UK prepares to commence operations, the focus will be on building strong relationships with independent retailers, delivering exceptional service, and ensuring that the Ridley, Eddy Merckx, and Nukeproof brands continue to thrive in the UK and Ireland. The new office will play a crucial role in achieving these objectives, providing a localized approach that aligns with the needs of the market.
For cyclists, the launch of BCF UK means greater access to premium bicycles and support from a company that is deeply committed to the sport. Whether it’s a high-performance road bike from Ridley, a classic Eddy Merckx model, or a rugged Nukeproof mountain bike, BCF’s portfolio offers something for every rider.
In summary, the establishment of Belgian Cycling Factory UK marks a significant milestone for BCF as it expands its presence in the UK and Ireland. With a focus on performance, innovation, and customer service, BCF UK is poised to make a lasting impact on the region’s cycling landscape. As the company embarks on this new chapter, cyclists and retailers alike can look forward to an enhanced experience and a renewed commitment to the sport they love.
