Northwave has re-entered the UK market with a direct-to-retail model, supplying products to UK retailers from its headquarters in Italy.
The company stated that this business model enables a closer relationship with dealers and a more responsive approach to the needs of the UK market. With the SS27 sell-in period now underway, Northwave is actively developing new partnerships and engaging with retailers across the country.
Northwave operates across both footwear and apparel categories and serves riders across multiple cycling disciplines. Over the past year, the company has organised its range into two lines: Core and Extreme, with the latter representing its highest-performance tier.
The Extreme collection is headlined by two flagship shoe models. The Veloce Extreme, a road shoe developed in Italy with Filippo Ganna, the brand’s most recognisable road athlete and a rider for a British WorldTeam, is built around power transfer and efficiency. The new Extreme X, launched in March 2026, sits at the top of the range for cross-country MTB and fast gravel riding, and recently secured victory at The Traka 200 with Lukas Pöstlberger.
In addition to re-entering the UK market, Northwave will attend Rouleur Live in London this November.
“For Northwave, the event is both a statement of intent in a key market and the stage on which the company will present its Extreme performance range and share news from the SS27 collection,” the company added.