January 18 2012.

Rubena is a leading manufacturer of bicycle tyres and tubes, with factories in the Czech Republic producing tyres for all types of bicycle from commuter to professional mountain bike, all wholly made in Europe.

The brand is widely recognised throughout continental Europe, where it currently enjoys a massive market share. Keen to replicate that success here in the United Kingdom, Rubena has appointed top motorcycle tyre wholesaler Bike Tyrestore as its exclusive trade distributor for mainland UK and Northern Ireland, effective January 2012.

Both Bike Tyrestore and Rubena can chart their corporate histories back to the early 1900s and so, within its traditional product sales territory, neither company is a 'new kid on the block'. The new partnership will see Bike Tyrestore making the cycle tyres available to its existing customer-base of motorcycle, scooter dealers and two-wheel tyre specialists, thereby opening up new opportunities to its trade clients and their end-user customers. The brand will, of course, also be heavily promoted within the cycle media.

Commenting on the Rubena deal, Bike Tyrestore UK Sales Manager, Adam Rous, said: "This is a major development for us. We will use all our marketing and distribution skills to launch Rubena into the UK market, and aim to match the brand's leading status in other European countries."

Trade outlets will be able to buy the technically advanced and highly attractive modern Rubena tyre and tube range and associated products, directly from the UK trade distributor, taking advantage of freephone-number, or on-line ordering, the latter available 24/7.

Traders who wish to get on board with Rubena and Bike Tyrestore can apply for accounts on-line at or by calling Customer Services on freephone 0800 281 413.