Belgium-based sports apparel brand Bioracer announces the launch of Bioracer UK to provide UK cyclists with a seamless journey to custom speedwear.
Founded 35 years ago in Belgium, the spiritual home of cycling, Bioracer Speedwear has a strong heritage of designing, innovating and producing speedwear for cyclists to help maximise performance and comfort in the saddle. Over the past 20 years the custom clothing has been distributed in the UK by Onimpex, and now in collaboration Bioracer UK Ltd will build on these foundations to roll out custom apparel directly to consumers.
Bioracer, who have been the official kit supplier for the Belgian and Dutch national federations since the mid-1990s, are well established as creators of custom cycling apparel for local clubs, performance race teams, charitable organisations and everything in-between. Now launching as a limited company, Bioracer UK are looking to grow their community whilst ensuring that Bioracer ‘In House’ production delivers fast premium quality kit in a reliable manner at a great price. The team will be focusing on a smooth and simple customer journey, together with enhancing all pillars of sustainability. As part of this expansion Bioracer are currently recruiting for a Managing Director to oversee Sales & Marketing in the UK.
This comes at an incredibly exciting time in Bioracers life cycle, following the recent announcement of becoming the performance apparel provider for Ineos Grenadiers. The Bioracer UK team will be a pivotal part of the relationship with team INEOS, helping to fit the team in-person and provide custom, tailored kit to ensure maximal performance. This partnership with the world’s best known cycling team will top their pyramid of support for British Riders. Bioracer UK are committed to supporting cycling from youth development squads through to elite professional riders. Bioracer UK hopes to emulate these relationships with their customers, by providing elite level performance apparel to enhance adventure for all.
Sam Davies, who is going to be heading up the team’s operations in the UK said, “We’re thrilled to have been appointed by Bioracer’s Belgium HQ to join forces with Ken Jones and Chris Spencer of Onimpex to create Bioracer UK Ltd at the beginning of such an exciting new chapter in Bioracer’s 35 year journey of race proven heritage. It’s a huge honour to be able to channel our industry relationships, network and experience into piloting bold new ideas for Bioracer in the UK at such a historic moment for the brand.”
Ken Jones and Chris Spencer from Onimpex, the UK distributor of Bioracer for the past 20 years told us, “After carefully building the foundations of Bioracer in the UK through Onimpex, we are now looking forward to being able to really ignite the fuse with the enhanced resources and support that joining the newly formed Bioracer UK Ltd brings us. We are all brimming with optimism for the future and what that means for our customers.”