BikeBiz Bicycle and cycling retail news
LOOK Cycle has announced a new distribution structure for the UK market, with Adaptive DCS appointed as the official UK sales agent for LOOK bikes and frames, effective as of July 1st, 2025.
This change, which applies across England, Wales, Scotland and Northern Ireland, is designed to improve product availability, simplify ordering for retailers, and provide increased support through a UK-based partner.
Retailers will gain access to:
- A dedicated B2B digital platform, offering streamlined ordering and enhanced product information
- Improved product availability across the UK
- Local sales, training, after-sales support, marketing, and product testing delivered by Adaptive DCS
“We are very pleased to strengthen our presence in the UK by partnering with Adaptive DCS for the distribution of LOOK bikes and frames,” said Sébastien Coué, International Sales Director, LOOK Cycle.
Coué continues: “This new setup will allow us to offer a more responsive, localised service to UK retailers, while ensuring better access to our products and brand experience. Adaptive DCS will play a key role in rebuilding and energising our dealer network, with a strong focus on proximity, product support, and long-term commercial relationships. The UK is a key market for LOOK, and we are confident that this collaboration will help us grow further in the region.”
Founded in 2023, Adaptive DCS is a specialist sales and logistics partner for the cycling, leisure and outdoor industries. Co-owners Dale Vanderplank and Adam Garner bring over 50 years of combined industry experience and were recognised as ‘Newcomer of the Year’ at the 2024 BikeBiz Awards.
Speaking about the news, Vanderplank, comments: “We’re looking forward to becoming the official UK sales agent for LOOK bikes and frames, a much-decorated, performance-oriented brand with a strong heritage that aligns perfectly with our network of premium independent bike dealers,”
Vanderplank added: “Beyond handling sales, we’ll be supporting UK retailers with customer aftercare, dealer training and product testing, as well as targeted local marketing activities. We aim to make LOOK more accessible and better supported in the UK market, increasing the brand’s touchpoints for consumers through targeted dealer engagement and enhanced product information.”
Product segmentation
This update applies exclusively to the distribution of bikes and frames.
Distribution of LOOK pedals, in the UK, remains unchanged and continues to be managed exclusively by ZyroFisher.
As a long-standing and trusted partner, ZyroFisher retains full responsibility for the complete LOOK pedal range, including the Keo road series, X-Track MTB models, off-road and commuting platforms, as well as power meter systems.
This continuity ensures consistent product availability, expert technical support, and reliable service for all UK retailers and customers across both performance and enthusiast cycling segments.
