Coros changes UK Distribution – What this means for you, Dura and cycling
A new UK partnership for Coros shows they are planning for further UK growth. Let’s see what that also might mean for new products.
Background
Coros parted ways with its previous distributor, 2Pure, in March 2023. Two months later, the Livingstone-based company filed for bankruptcy, sending waves through the cycling industry and leaving debts of over £900,000 ($1m). It’s uncertain how much was ever returned to creditors like Coros.
Sources say that Coros then operated a direct-to-consumer business model, employing the staff and organising storage and shipping.
Today’s Announcement
Madison has just been announced as the new Coros distributor for the UK and Ireland.
Madison is not a well-known name among cyclists, but it claims to be the largest of a small number of highly respected UK-based distributors and is well known to the trade. They work with brands that include Shimano, DT Swiss, Lazer, Park Tool, Thule, Continental, Mavic, Garmin, Elite, Kryptonite, and Pearl Izumi.
What This Means
The timing might be linked to yesterday’s Coros Apex 4 mountain watch launch. Could this be the first coros product solely distributed by Madison in the UK and Ireland?
The simplest inference is that Coros has signed a multi-year contract and thus has confidence in its future business position to pay for it. Appointing a distributor should also reduce Coros’ internal need for sales and distribution staff, as Madison has a direct, B2B sales relationship with retailers.
It’s reasonable to speculate that Madison will increase the availability of Coros products in smaller retailers, so we should start seeing Coros products in new and more unexpected places.
The most interesting angle is to consider who Madison currently works with. As you can see from the earlier list, it’s heavily focused on cycling brands.
New Products
I’m certain that Coros’s only bike product, Dura, doesn’t sell in sufficient numbers to warrant the company’s partnership with Madison going forward. Based on evidence from searches on this site, it probably sells poorly. Thus, I would say it’s highly likely that Coros, at least, is planning a future iteration of Dura and maybe other bike computers to compete with the Garmin Edge range and address existing re-routing and map limitations.
What do you think?
the5krunner.com © 2010-2025
Reader-Powered Content
This content is not sponsored. It’s mostly me behind the labour of love, which is this site, and I appreciate everyone who follows, subscribes or Buys Me A Coffee ❤️ Alternatively, please buy the reviewed product from my partners. Thank you! FTC: Affiliate Disclosure: Links pay commission. As an Amazon Associate, I earn from qualifying purchases.
