Easton-Bell Sports has named Zyro Limited its new exclusive distributor for Bell, Giro, Blackburn and Easton Cycling in the U.K. and Ireland.
EBS ended a long-term distribution agreement with Madison Cycle in February.
"With the move to Zyro our brands will be more focused on independent retailers, with dedicated sales staff, technical representatives and a fresh approach to the business," said Terry Lee, executive chairman and CEO of Easton-Bell Sports.
"Having a strategic partner like Zyro that clearly understands how to support our growth plans will be a major asset to our business and the customers we serve. Zyro will manage all channels including independents, multiples and online retailers. All those customers can also benefit from Zyro's high level of service and availability as well as the brand and retailer support they are already well known for."
Zyro will take over distribution of the Easton-Bell Sports on July 1, the end of the 2013 model year.
Zyro is setting up a dedicated sales and brand management team for the EBS brands, said Simon Ellison, the distributor's director and owner.
