Belgium-based sports apparel brand Bioracer has launched Bioracer UK to provide UK cyclists with what is being billed as… ‘a seamless journey to custom speedwear’.
Founded 35 years ago in Belgium, Bioracer 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 brand has been distributed in the UK by Onimpex. Now, in collaboration, Bioracer UK will roll out custom apparel directly to consumers.
Bioracer has been the official kit supplier for the Belgian and Dutch national cycling federations since the mid-1990s. The Belgian firm is well established as a creator of custom cycling apparel for local clubs, performance race teams, charitable organisations and everything in-between.
‘Now launching as a limited company, Bioracer UK is looking to grow its 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 is currently recruiting for a Managing Director to oversee sales & marketing in the UK.’
Bioracer has recently been announced as a performance apparel provider for INEOS Grenadiers. The Bioracer UK team will build a relationship with Team INEOS, helping to fit the team in-person and provide custom, tailored kit for the team’s pro riders.
The apparel company adds that it is committed to supporting cycling – from youth development squads through to elite professional riders.
Sam Davies, who is 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 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, said “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 brings us. We are all brimming with optimism for the future and what that means for our customers.”
