DISTRIBUTOR 25 OF THE BEST
Silverfi sh celebrates its 25th birthday in 2024. BikeBiz speaks to some of the team to learn about what makes the industry stalwart so unique
ilverfish was established by Darren and Sarah Mabbott. Darren, already entrenched in the industry, saw an opportunity to forge a business aligned with his vision of collaborative partnerships with stores and brands. During the 90s, the MTB scene was booming, but by the end of the decade, a fresh wave emerged from Canada’s North Shore. Darren was an early adopter and recognised the potential in introducing these brands to the UK market. The stories of brands like Race Face and SDG intertwine with Silverfish’s own evolution. Throughout the journey, Silverfish has allied with some of MTB’s most illustrious names, introducing numerous products to the market, the majority lauded, though a few trends have fallen by the wayside. Operating across the UK and Europe, Silverfish has curated a portfolio of complementary brands, whose products the company is passionate about riding or having in their own garages.
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only to selling products but also to igniting enthusiasm and demand through marketing initiatives.
A decade ago, Silverfish spearheaded the social media charge, and Go2Market launches continue to generate demand, most recently evidenced with Norco. Inspired by the 80s band, Silverfish, Darren and Sarah’s unique interpretation of the brand endures. Silverfish’s eye-catching fleet of vans always get waves of recognition on the road, catalogues have become coveted collectibles, and the parties are always eventful. Today, the name Silverfish resonates throughout the global cycling community, particularly in MTB circles.
Silverfish has always fostered exclusive partnerships with brands, aligning and building demand through strategic positioning. The approach to brand building is distinctive. Silverfish view themselves as stakeholders, committed not
24 | April 2024
What are your earliest memories of Silverfish? Darren Mabbott, Silverfish founder: “Starting a business is always a gamble, and despite my research, diving in, we were still apprehensive. I had already identified Race Face as the
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