March 8 2013. 

Pictured: 2012 World Under-23 MTB Champion Ondrej Cinq used Rubena tyres at London 2012.

Rubena is celebrating a successful first year of trading in the UK under the Bike Tyrestore banner, with the news that it has smashed its targets and quadrupled its initial sales forecast across its multi-discipline tyre and tubes range.

Rubena has a strong racing heritage, particularly in MTB, and over the years this has played an intrinsic part in the manufacturer's research and development programme.

When development partners include the likes of 2012 Olympic Champion Jaroslav Kulhavy and 2012 World Under-23 MTB Champion Ondrej Cinq, it is transparent that quality and performance are central to the Rubena success story. It is also a winning formula both on the racing circuit and in retail outlets, as Rubena's expansive MTB range has proven to be so popular with the nation's biking population. Now, with new product lines on the way for 2013, including a range of 29-inchers, the Rubena revolution is set to continue.

Rubena products are aggressively priced, but for quality conscious consumers and retailers that is not enough, as outlined by Mark Richardson, purchase director of Cycle Stuff Direct;

"We started buying Rubena from Bike Tyrestore about ten months ago. The quality of the Rubena product is excellent; we sell this brand alongside a budget brand as well as market leaders such as CST and Continental. We find Rubena product steals sales away from the higher end brands due to competitive pricing, but also due to the technicality of some of the products in the range such as folding tyres and tubeless conversion kits. The range seems to be weighted towards MTB tyres due to the heavy sponsorship that Rubena make in the MTB sport, but the road and tour/commute range actually holds its own very well against existing brands. Many customers do not know the Rubena brand, but the product specification overcomes any reluctance to use the product.

"Service from BTS is excellent; delivery is usually same day dispatch. On the odd occasion when there have been errors they have been dealt with very swiftly. Stock holding has been pretty good with minimal out of stock situations."

With Phoenix, a new ultra-lightweight road race tyre, due to be launched in the spring and several new MTB/Cross and BMX tyres on the horizon, it's clear that the impact made by the Rubena and Bike Tyrestore partnership is hitting the mark.

Motorcycle and cycle trade outlets can buy the technically advanced and modern Rubena tyre and tube range and associated products, directly from Bike Tyrestore, the UK trade distributor.

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