Madison to distribute Basil into the UK and Ireland

Madison is excited to announce that it will begin exclusive distribution of Basil bicycle accessories into the UK and Irish markets as an IBD-only brand.

Basil is a Netherlands based family-run company that for over 40 years has been creating stylish and functional cycling accessories to encourage people to ride their bikes more often. Their journey began when founder Nico van Balveren crafted a wicker bike basket after a request from a customer. Today, Basil continues to design high quality products based on customer needs, aiming to make cycling more attractive and fun. The product range spans bike bags, baskets, crates and other accessories with the same purpose in mind.

The entire, extensive range will be available to buy from Madison and on display for visitors to see at iceBike* 2025 which takes place at the beginning of February. Dealers can pre-order from iceBike* with stock and POS options available immediately after the show.

“At Basil&MIK we are thrilled to have found a partner in Madison who shares our passion for quality and service. Teaming up with such a professional and leading partner as Madison enables us to bring our innovative bicycle bags, baskets and accessories to more customers in Great Britain and Ireland. It’s a significant step forward in our mission to make cycling more enjoyable worldwide.” – Manon Janssen-Sessink , Sales manager of Basil.

A big talking point for the brand is that many global bike brands now come with MIK Platform racks fitted as an OEM product. The MIK Platform is a durable, convenient, and user-friendly fixing system that allows everything from bags to dog carriers to click easily into place without any wobbling or rattling for more secure transport.

Madison & Sportline CEO Dominic Langan adds “I am delighted for Madison becoming the exclusive distributor for Basil in the UK and Ireland. Basil have created not only the de facto and market leading mounting system but also the most comprehensive range of compatible luggage and accessories. Many global and domestic bike brands now come with MIK as the OE fitted rack system which is also owned by Basil and broadens the appeal of the brand. Basil has been absent from the UK market for a couple of years now and so it presents a unique opportunity to relaunch the brand without the disruption of legacy stocks. With this in mind, we are making Basil an IBD only brand which is not allowed to be sold on any third-party marketplaces. We want to give the specialist retailers the best support possible for this brand and the confidence to stock the products in the knowledge that you will be able to make a great margin!”

The full range of products will also be on display for the first time at iceBike* North and South with exclusive stocking in deals for retailers. Dealers are encouraged to register for iceBike* now at www.icebike.co.uk.

Please contact your Madison Account Manager for more information on Basil products.