Italian cycling brand Northwave is reinforcing its presence in the UK through a renewed market approach designed to expand local reach and support its long-term growth ambitions. The performance-led cycling brand has transitioned to a direct-to-retail model, supplying UK retailers directly from its headquarters in northern Italy. This new structure is supported by dedicated local representatives on the ground, which according to the company enables closer relationships with dealers and a more responsive approach to the needs of the UK market.
With the SS27 sell-in period now underway, Northwave is actively developing new partnerships and engaging with retailers across the country. Formerly known in the UK primarily for its winter boots, having pioneered the use of GORE-TEX in cycling shoes in 2004, Northwave now operates across both footwear and apparel categories, serving riders across multiple cycling disciplines.
Over the past year, the company has organised its range into two lines: Core and Extreme, with the latter serving as its top-performance tier. The Extreme collection features two flagship shoe models. The Veloce Extreme road shoe was developed in Italy alongside Filippo Ganna. The new Extreme X, launched in March 2026, sits at the top of the range for cross-country mountain biking and fast gravel racing, and was recently ridden to victory at The Traka 200 by Lukas Pöstlberger.
The brand has also confirmed its attendance at Rouleur Live in London in November 2026. The event is one of the premier cycling showcases in the country, serving as a meeting point for the cycling community, trade members and athletes. For Northwave, the event will provide a platform to present its Extreme performance range and share updates from its SS27 collection.
