October 29, 2024 - PORT COQUITLAM, BC After 13 years with Australian-owned and operated Advance Traders, Norco has decided to go direct to dealer in Australia.
We would like to thank Advance Traders for their partnership.
The transition will take place October 2025, and Chris Hennessey, who has been managing the Advance Traders business and has over 30 years of tenure with Norco, will be making the move to Australia to lead our team as General Manager.
The sales strategy in Australia is 100% IBD focused, with a broader range of Norco products, and tailor-made marketing to align the Australian market with our other global direct markets.
“We are excited to have a closer connection to all of Norco bike dealers in Australia and are looking forward to this next chapter in the Australian market.” – Sean Sullivan, Norco CEO
For more information, please reach out to Chris Hennessey at chrish@norco.com About Norco Bicycles
Norco is a global leader in high-performance mountain bikes, known for its commitment to innovation, quality craftsmanship, and the pursuit of trail-blazing excellence. Founded as Northern Cycle Industries in 1964, operating out of a chicken coop, the brand has evolved over the years, but hard work, passion, and commitment to innovation have always been at the forefront. The mountains and trails of British Columbia are hard-wired into the DNA at Norco, and they will always be the ultimate inspiration for the character and performance of every Norco bike. Norco.com
