MMR bikes set to launch in the UK market

In June, MMR Bikes will launch in the UK, with the brand eager to work with new dealers.

The company is also opening a UK limited company to allow straightforward invoicing and shipments for retailers.

Hailing from northern Spain, the brand was originally founded during the 90s MTB boom and was reborn in 2008 when it was taken over by Asturian businessman, Daniel Alonso.

MMR says the brand is known for sponsoring elite cycling teams thanks to the UCI Pro Team Caja Rural–Seguros RGA, the Nesta-MMR Team and the recent birth of the gravel team, Jaleo!, in addition to the commitment to grassroots cycling at Samuel Sánchez’s MMR Cycling Academy, where in 2024, with the arrival of Markel Beloki (Education First) and Samuel Fernández (Caja Rural-Seguros RGA) to the cycling elite, the training and human work carried out by the Academy is evident. MMR have also produced special edition bikes in partnership with Oscar Freire, Fernando Alonso/Aston Martin and Carlos Sainz.

Here are more details from the release:

World Class Design Team

Former pro-tour rider Chechu Rubiera leads a team of passionate designers who are highly focused on producing top-performing bikes for athletes across multiple disciplines. With rapid in-house prototyping, MMR is able to develop and refine models quickly to adapt to the sports’ rapidly evolving needs. And with in-house QC testing, the brand offers a Lifetime Warranty on all its frames.

A High-Value Range

With a product range across Road, Gravel, MTB, and electric, the brand has a broad range of price points and formats. Stand out products include the Adrenaline and Adrenaline Aero, ridden by Caja Rural and the new Simun, offering aero advantage for the highest levels of gravel racing.

When it comes to off-road, MMR offer lightweight XC-focused models appealing to competitive riders, as well as more trail-focused, Bosch-equipped e-bikes such as the sub-17 kg Kaizen 00 or the new Quercus, with its 150mm of travel, 800Wh battery and 100Nm power upgrade. The brand also offers more endurance-focused models, such as the carbon Grand Tour, designed with all-day, all-road performance in mind.

Growth in Falling Market

Like many brands, MMR has found some categories have boomed while others have fallen back.  Export Manager Luis Fernandez Trapa comments, “Overall, our sales are well into double-digit % growth this year, which against a falling market underlines our ability to grow. It means, though, we are almost sold out in some of our newest aspirational products like the Simun (Gravel-Racing Aero); sales on that model have exceeded all expectations. However, in most other categories, we have good stocks, ready to ship and support dealers. And in just a handful of models, we still have some stunning bargains from previous years.”

Dealer Focused Service Culture

MMR has a highly capable customer service and after-sales team, providing reliable service with strong technical knowledge and English language skills. A dedicated support line is also planned, allowing UK stores to call the team directly at local rates. A first-class ERP/B2B system means an easy-to-navigate B2B system which also supports stock.

MMR aims to hold in-season stock across all models to support dealer sell-through. The factory’s ERP system also operates a forward-ordering system when lines are being replenished, only showing production dates when all components are received. That way, dealers can be assured their bikes will be made on schedule.

I first noticed the brand at a European trade show and was drawn to the quality, finish and design of their range. But what impressed me most was their speed of response. Clear and complete information in hours and days, not weeks or months. Something I thought UK dealers would really value in a partner – UK Sales Manager, John Styles

MMR encourages UK dealers to get in touch, open their B2B account and experience a welcoming and flexible approach, with the brand keen to hear what UK IBDs need from a new supplier. UK Sales contact: support@slsbikes.co.uk or John Styles on 07976 573662