During the 90s British company X-Lite was one of the most sought after, and it could be set to reclaim that position as Hotlines (distributors of Lapierre, Ragley, Tomac) announce today that the brand will be relaunched.
X-Lite will brought back to the market courtesy of Brant Richards and the development team at Shedfire – the driving force behind both the Ragley and Nuke Proof brands.
“We’re working around the brand’s original ethos, producing tidy aftermarket upgrade components, many CNC machined and anodised in several colours. It’ll be mid-to-high-end stuff, with one key product being a rigid full carbon fork available in both 9mm and 15mm thru-axle options,” said Brant Richards, Shedfire.
“Hotlines are really looking forward to working with such a great UK brand, with an amazing amount of pioneering UK MTB history behind them. We’ve got the ideal combination of cutting edge design with top notch distribution and customer service, to make the relaunch of X-Lite a big success,” added Andy Gowan, Hotlines Europe Ltd Marketing Manager.
“With the exponential growth of Muc-Off over the last 5 years Marilyn, Emma and I decided there wasn’t either the time or focus available to carry on growing the X-Lite brand. With the ongoing opportunities ahead for Muc-Off we decided to seek a suitable company that would not only take the X-Lite brand forward but would also respect the X-Lite brand, heritage and design aesthetic. When we discussed this opportunity with Hotlines & Shedfire, we knew that their team would not only understand X-Lite’s past, but their team would also have the energy, passion and technical knowledge to drive its future innovation to ensure the ongoing success of X-Lite Components.
“2011 is the re-launch of X-LITE and I have had a sneak preview of the new designs and all I can say is that I’m very excited! I am personally looking forward to working closely with the Hotlines team to assist in the ongoing development,” commented Alex Trimnell, Muc-Off.
The UK-based brand will return this autumn, and is due to be launched at this year’s Eurobike Show in September, and will be on display at the London Cycle Show on 6-10 October.