European cycling distributor Traffic Distribution has announced its foray into the UK market, bringing along renowned brands like Bombtrack and Seido. Against the backdrop of industry turmoil fueled by the cost of living crisis and global economic uncertainties, major retailers like Wiggle Chain Reaction entering administration, and brands such as Rapha, Giant, and Merida reporting drops in profits, this news is a beacon of hope.

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The list of brands housed at the new distribution site includes Wethepeople BMX, Radio Bikes, Radio Raceline, Fuse Protection, Éclat BMX Parts, Salt BMX Parts, Bombtrack and SEIDO Components.

Traffic Distribution told us that there is no minimum buy-in for retailers to get on board. There will be a stock feed system available for retailers’ web stores, which will be linked to stock available on our B2B. The majority of the stock is going to be available at the beginning of February 2024.

Traffic Distribution was originally founded in 2008, and the launch of the UK operations marks its expansion into the British markets. 

"The launch of Traffic UK marks an exciting milestone for us and we invite you to come and celebrate it with us! We are extremely excited and eager to work with bicycle retailers across the UK," said Traffic UK in a press release. 

You can visit Traffic UK's website for more information here. 

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