BRANDS
Top: Basil HQ. Bottom: Robèrt Scholten gives a product presentation.
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BDs are understandably tired. Tired of chasing slivers of margin, tired of being undercut, and hearing about the next “game-changer” or being promised something different. But sometimes, an accessory line comes bundled with a compelling promise. That could be the case with Basil, which returned to the UK and Irish markets exclusively via Madison at iceBike* earlier this year. This doesn’t feel like just a distribution change; more like a collaboration built on the principles of fair partnership.
The Brand, Heritage and the New Movement Founded in 1976, Basil is an independent family-owned company focused on utility and joy, designing cycling accessories to encourage people to ride more often. They operate with a small, passionate team of 30–35 employees and maintain a tight focus on consistent quality, positioned as two single brands: Basil bicycle accessories and the MIK mounting system. The brand’s history is rooted in a single product: the original wicker basket, crafted after a woman asked founder,
38 | November 2025
Top: Dominic Langan talks about the partnership. Bottom: Some of the new products.
Nico van Balveren, to create something specific for cycling with her son. Fast forward 40 years, and in 2025, they underwent a brand refresh, shifting their focus from technical features to emotions and lifestyle. This decision was made to align with modern consumers, José ten Hoope, Director of Sales & Marketing at BASIL & MIK, explained. “The visual identity needed to evolve too, but through a thoughtful revitalisation, not a drastic rebranding. An update that respects our heritage, which reflects today’s and tomorrow’s ambitions. Basil is ready for a new movement,” she said. Their brand ethos is now centred on ‘More Cycling Joy,’ anchored by core values of functional, timeless joy, long durability, and sustainability. Basil’s range is a great option for the customer who wants
to replace a car trip or needs a multi-use bike; their products are for mass consumers, not just high-end enthusiasts, presenting an ideal opportunity for those looking to appeal to a wider market. Their products address multi-purpose needs, from pet carriers and panniers to large capacity shopping baskets.
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