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Eddy Merckx, Ridley and Forza to be distributed dealer direct in UK and Ireland

Published August 1, 2018

PAAL-BERINGEN, Belgium (BRAIN) — Belgian Cycling Factory, the parent of Ridley, Eddy Merckx Cycles and the Forza component brand, is distributing those lines direct to consumers in the UK and Ireland, effective Aug. 1. 

Previously the brands were distributed by Sportline. 

Dealer contact will be through two sales agents: Adrian Walsh and Stu King, and there will also be open house dealer events on Tuesday, Aug. 7 in the Red Lion & Manor House in Skipton (Yorkshire) and Thursday Aug. 9 in Bicester Hotel Golf & Spa (Oxford) with bikes on display. For further information on these events, contact

"This is an exciting new chapter for Belgian Cycling Factory as the UK and Ireland has been an important area for us these last few years. This move to working directly with dealerships will enable us to offer a wider spread of product across our brands as well as fast availability and shipping through our dealer B2B. Adrian and Stu are both passionate and knowledgeable about our products so will ensure that this transition is as smooth as possible," said Rik Vanhoof, BCF's commercial project coordinator.

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