t's a big day for us at Reid! We're thrilled to unveil a significant new partnership right here in our home market: the UK. We've teamed up with Windwave, and this collaboration is set to redefine how riders across the country experience exceptional bikes and eBikes.
This isn't just about getting more bikes out there; it's about building on shared strengths. Windwave's deep roots and extensive reach in the UK, combined with Reid's commitment to affordable, quality, and customer-focused design, create a powerful force. We're both driven by the same vision: making top-tier cycling accessible and enjoyable for everyone, for years to come. With Windwave by our side, we're more confident than ever in delivering that promise to our UK riders.
Rob Akam, CEO of Reid Group, added, “We’re absolutely thrilled to be able to announce this partnership with one of the most respected and recognised distributors in the UK. Since our first conversations with Peter and Luke, there has been an incredible alignment between our team and Windwave’s. We have many shared goals and beliefs, which are crucial to a long term relationship. With the UK being our home market, this announcement is even more special for me, as we have been on the look out for the right long term partner for a couple of years now, due to the UK market playing an important part in our wider business strategy..”
Reid is an Australian-born brand with headquarters in Poole, UK, known for its affordable and reliable bikes and eMobility solutions. With a strong commitment to value, Reid continues to deliver stylish and practical bikes to riders worldwide. Windwave will be instrumental in making Reid’s products accessible to the UK market, ensuring customers have access to high-quality, entry to mid-level cycling options.
Reid is a finalist for Bike Biz’s Bike Brand of the Year, an accolade that recognises excellence and innovation within the UK cycling industry, as judged by industry professionals and enthusiasts. This prestigious nomination underscores Reid's growing influence and commitment to delivering high-quality, accessible cycling solutions in the market.
Windwave is an independent and award-winning distributor of bicycles and cycling components, based on the South Coast of England. Established in 1987, they've grown to become one of the UK's largest cycling distribution companies, representing a diverse portfolio of renowned international brands. Known for their extensive product range, efficient logistics, and strong focus on customer service and technical support, Windwave plays a crucial role in bringing quality cycling products to retailers and riders across the UK.
Peter Nisbet, CEO of Windwave, added, “We are very happy to announce our co-operation with Reid Bikes. Having met the team from Reid, based not far away from us in Poole, I am convinced we can forge a long and successful partnership. Having heard many good things about Reid I was genuinely blown away and excited by the design, attention to detail and quality I saw when viewing the 2026 range. This really is just the beginning for Reid in the UK and at Windwave we have a history of introducing brands at the right moment and growing with them. We are fortunate to have a great portfolio of brands in our stable and Reid is a fantastic addition to broaden our appeal to our trade customers. Exciting times ahead for sure.”
Reid's product range has been specifically developed to meet the needs of today’s riders, offering a blend of practicality, enjoyment, and performance across key growth categories. Within eBikes, Reid provides urban, leisure, and commuter-focused models, alongside cargo options, all delivering real-world range and exceptional value. This includes small wheel eMobility, identified as one of the hottest product categories in the market. For Kids’ Bikes, the focus is on market-leading weight vs price, attractive designs, and kid-specific geometry, all crafted to build rider confidence. Reid’s Mountain Bikes include trail-capable hardtails available at rider-friendly price points. Lastly, the Gravel & Adventure bikes offer versatile options for mixed terrain, bikepacking, and everyday rides, addressing a key and growing category within UK cycling.
Reid's offerings are designed to deliver significant value and strong market performance. This is achieved through competitive UK pricing coupled with standout specifications, ensuring the bikes differentiate themselves. This strategy is also structured to provide better margins and consistent sell-through for both distributors and dealers. Ultimately, Reid presents a fresh brand with a clear differentiated appeal and growing global recognition, poised to expand its market share.
