Hero Cycles acquires UK cycle co

Hero Cycles announced its acquisition of majority stake in the UK-based cycle distributor, Avocet Sports Ltd, to mark its entry into the high-value cycle market in Europe. Avocet is one of the top three distributors of bicycles, e-bikes, bicycle parts and accessories in the UK. The company has existing retail relationships with leading retailers such as Tesco, Halfords, ASDA, Shop Direct, Amazon, etc. Based in Manchester, Avocet has over 20 years of experience serving the cycling industry. The company offers an extensive range of products including hybrid, folding, road, children’s bikes, e-bikes, mountain bikes, BMX and roadster incorporating contemporary technology and design.