British adventure cycling brand, Albion, has announced entry into new European markets for 2026 adding retailers in France (Popular Cycling) Poland (ULTRAdventure) and Hungary (Speedway Budapest) to their growing stockists list.
In addition, the brand has added new retail partners in Berlin, Sheffield and Cheltenham with the addition of Veloroo and Super 7, taking their UK stockists to eight with coverage from Devon to the Lake District and London.
Wholesale Sales Manager, John Wedlake, said; “Since joining Albion, it has been amazing to see the development of the wholesale business and the relationships that have been built across Europe in the past 12 months. Up until 2025, all the focus was on DTC.
“Since then we have worked hard to build relationships in key European markets, sourced a warehouse partner to assist our EU retailers and developed a clear go to market strategy to support retailers with activations and community building throughout the key periods of the season.”
He continued, “It is also testament to phenomenal work that the product design team do in developing products that clearly resonate with customers. Our partnership with Pertex, across both products and the co-sponsorship of the Mountain Race Series, also provides compelling, use-case driven stories that inspire people to go on adventures, and Albion is the natural choice when it comes to kit choice.”
According to Albion co-founder, Jack Howker “Albion’s mission is to help people stay outside for longer. Building long-term relationships with the right retail partners is an essential part of delivering that.
“The work that John and our store partners did in 2025 was the perfect springboard for introducing the brand to new people. 2026 will benefit from the groundwork done, as we roll out a new ride series and set of events and we continue to put our efforts into Europe.”
Albion are currently searching for other retailers in France, Switzerland and Southern Europe. A full list of Albion retailers can be found on the Albion website.