Northwave<\/a> has re-entered the UK market with a direct-to-retail model, supplying products to UK retailers from its headquarters in Italy.<\/p>\nThe 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.<\/p>\n
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.<\/p>\n
The Extreme collection is headlined by two flagship shoe models. The Veloce Extreme, a road shoe developed in Italy with Filippo Ganna, the brand\u2019s 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 P\u00f6stlberger.<\/p>\n
In addition to re-entering the UK market, Northwave will attend Rouleur Live in London this November.<\/p>\n
\u201cFor 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,\u201d the company added.<\/p>\n<\/div>\n