RIDE WITH... ALTURA
Three cheers for 25 years The BikeBiz team travelled north to meet the people behind ZyroFisher and Altura
This year, British cycling clothing brand Altura hits the quarter century milestone. The BikeBiz team hopped on a train to Country Durham to meet the team and test some kit on the local gravel
D
ig through the wardrobe of any UK cyclist, and the chances are you’ll stumble across the name Altura. The British clothing brand, an off-shoot of County
Durham-based distributor ZyroFisher, has been a mainstay of the industry since it was founded in 1997, spanning both decades and disciplines.
This year marks the 25th anniversary of Altura, a significant
milestone both for the brand and for the team working behind the scenes, as it demonstrates the work that has been done to revitalise Altura’s image throughout the years. To learn more about the history and future of Altura,
the BikeBiz team travelled north to Zyro and Altura HQ in Darlington, to take a glimpse behind the scenes of an iconic British cycling brand.
www.bikebiz.com
Early days “Altura started in 1997 with the idea to create a range of products that were missing from the UK market,” said Amy Spencer, head of Altura. “Being part of Zyro, the team had insight from UK
independent retailers into what was missing for their customers. There was a need for good quality panniers, backpacks and cycling wear for the performance cyclist, so Altura was created to produce them.” Arriving at the Altura and ZyroFisher HQ, tucked in an industrial park 10 minutes outside of Darlington, my colleague Richard Setters (BikeBiz sales manager) and I were greeted by Spencer and Altura’s commercial manager Stuart Grieves, and after a quick tour of the Zyro side of the business, we arrived in
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