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Argon 18 Introduces Direct-To-Retailer Model In The UK And Ambitious Plans To Grow The Market

Published October 2, 2023

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Significant milestone for Canadian brand that shows its commitment to the UK market

Quebec, 2nd October 2023 - Argon 18's continued growth in popularity in the UK has led to its decision to introduce a direct-to-retail model to the market. This move will make its innovative, cutting-edge bikes more accessible to a wider audience through the growth of its UK dealer network. Argon 18 customers will benefit from direct sales and customer service support from the brand.


Argon 18 is headquartered in Quebec, where its impressive R&D lab is also located, and its European headquarters and assembly and quality inspection facility in Lynge, Denmark serves to enable the efficient management of the Canadian bike brand's European business. The cycling brand already operates a direct to dealer model in North America - while in Europe, a hybrid version including a mix of direct to consumers via click and collect and direct to dealers is in place. In all other markets the brand works with local distributors.

According to Thue Herager Argon 18 Sales Director Europe "The introduction of a direct to retail model in the UK will enable enhanced customer experiences and the development of stronger partnerships with British bike shops. This will help us to streamline our distribution process, reduce lead times, and improve overall customer satisfaction. By eliminating intermediaries, we will engage directly with our retailer network, ensuring a seamless flow of information, quick order processing, and efficient customer support."

"We are incredibly excited about our direct-to-retail expansion in the UK," says Martin Le Sauteur CEO of Argon 18. "We have seen a lot of success with this model already in North America and since the UK is one of our strongest markets in Europe, we are prepared to invest in it and hopefully see some positive results that we can then take to other markets in the future".

The global brand is at the forefront of progressive cycling R&D and Argon 18 bikes regularly bring the world's best athletes from track, road and triathlon to podium positions at World, ProTour and Olympic levels. Investments in sports marketing through the sponsorship of various professional teams and athletes all over the world ensure products are at the cutting edge of innovation. In the UK, its core ambassadors are Dan Martin, Ruth Astle, Mark Beaumont, Sam Brand of Novo Nordisk and Joe Skipper.

To enquire about dealer opportunities in the UK please contact:

Alex Croucher
UK Sales Manager

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