Norco Bikes reported that it has changed its business model and will now go direct to dealers in Australia after working for 13 years with Australian-owned and operated Advance Traders.
The British Columbia-based mountain bike brand said the transition will take place in October 2025. Chris Hennessey, who has managed the Advance Traders business for over 30 years at Norco, will move to Australia as general manager.
Norco said the change in sales strategy in Australia is 100 percent IBD-focused, with a broader range of Norco products and marketing to align with the Australian market with other global direct markets.
“We are excited to have a closer connection to all of Norco bike dealers in Australia and are looking forward to this next chapter in the Australian market,” said Sean Sullivan, CEO of Norco.
Founded as Northern Cycle Industries in 1964, the Norco brand has evolved with hard work, passion, and commitment to innovation at the fore.
Images courtesy Norco and Chris Hennessey/LinkedIn
