DISTRIBUTOR


Based in the Netherlands, Oneway is UK and Ireland distributor for a number of recognised brands, including Cube bikes. Alex Ballinger hears more about the latest developments


ube is a common sight on the roads and trails of the UK cycle scene, but the brand’s UK distributor may not be so familiar.


DISTRIBUTOR FOCUS: ONEWAY C


Oneway is a cycle distributor based in Rotterdam, Netherlands that looks after a number of leading brands in the UK and Ireland markets, including Cube. Recently the distributor has been supporting its brands through a number of significant product launches, and has also stepped up its focus on sustainability, supported by its new 10,500 square metre warehouse. I recently caught up with Oneway commercial director Bart


Van Den Biggelaar, to hear about how the distributor has been thriving in a challenging climate. “The past 12 months have been great for Oneway. We finally got some bike stock back under the roof of our new warehouse and we are able to service and supply our dealers better.


28 | June 2023


Oneway commercial director Bart Van Den Biggelaar


“We are used to having a higher inventory of accessories in- house. In this way, we can supply our dealers faster. We have a lot of different products in our portfolio from different brands in the likes of Cube, Lezyne, SQlab, and Ere Research.”


Challenges remain While the UK market has been challenging for many distributors, Oneway has the benefit of serving true cycling heartlands like the Netherlands, where cycling is far more a part of day-to-day life than in the UK. But there are still challenges, Van Den Biggelaar said, particularly around stock: “The biggest challenge, as always, is to have the right bike/product available for all dealers at


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