Giro Sport Design announces a new UK retail partnership with VIA, marking a key step in the brand’s continued investment in Europe and commitment to strengthening its presence within the UK cycling market.
Since the start of 2025, Giro has operated a direct-to-retail model in the UK, working closely with select partners to offer a more seamless brand experience. Through this collaboration with VIA, the brand aims to deepen engagement with the local cycling community and expand its specialist retail network, giving riders easier access to its latest products and innovations.
In-store experience and product focus
VIA will stock a curated selection of Giro’s latest road and gravel helmets and footwear, all available to try and buy in-store. This will include key new-season launches and upcoming 2026 innovations, giving UK riders access to products developed through Giro’s extensive R&D investment.
While VIA will carry a focused road and gravel offering, Giro’s wider collection will remain available through its UK direct-to-consumer platform and extensive retailer partners, ensuring full range access nationwide.
Enhanced service through bike fitting integration
VIA has recently incorporated the idmatch bike fitting system into its studio. As part of the partnership, Giro and VIA will work together to ensure customers purchasing new Giro shoes benefit from professional cleat set-up from day one.
Community and events programme
Beyond retail distribution, the partnership will see Giro and VIA collaborate on a programme of in-store activations and community events throughout the year, designed to bring riders closer to the brand and its product development journey. The first ride will kick off on Saturday, 28th February 2026, at 8:30 am from VIA.
Daan van Meeuwen, marketing lead EMEA at Giro Sport Design, commented: “Giro are extending their presence in the UK market, which means we want to have a strong connection to the cycling community; to be close, integrated, visible and useful to our customers. Partnering with community-centred and core retailers like VIA gives us the perfect opportunity to do that. We’re excited to see what we can build together over the coming months.”
The London partnership forms part of Giro’s broader European growth strategy, with the UK playing a key role in its future plans.
