Storck bikes get Worldwide Custom Division

High-end German bike brand to be more widely available in UK and gets dedicated custom division

by Mat Brett   April 16, 2013  

Customisation has become a big deal in the bike world in recent years, with the likes of Trek, Pinarello and Ridley offering customers the chance to customise the bikes they order to some degree or another with different paint jobs and build kits, but Storck have taken things further by creating their own approved Custom Division.

Storck, headed up by designer Markus Storck, have become famous over the past 18 years mostly for their very light and very stiff high-performance bikes. The high-modulus carbon-fibre Fascenario 0.6, for example, which features brakes that are integrated into the fork legs and chainstays, was last year voted Best Bike in the World by Germany’s Tour magazine.

Well, we say they've 'created' their new Custom Division but actually what they've done is built on an existing strength as their UK distributor Poshbikes takes on that role in a worldwide capacity. It's something of a coup that a high end, high tech German brand is turning to a British company to perform that role, but then Poshbikes already have an international reputation as the bike tuners of choice for those who can afford their services.

So how will it work? Andy Wallis from Poshbikes says the new set-up mirrors what some high end performance car manufacturers have been doing for years - specifically the relationship between Mercedes and AMG. For those that like that sort of thing a standard Merc is obviously a high quality piece of engineering but if you want that engineering optimised Mercedes will point you at AMG who specialise in getting the most out of their cars using their own range of specifically for Merc parts. That's the way it will work with Storck and the Storck Custom Division too.

“Unlike a person at home or a bike shop adding a range of random after-market parts to a bike that they hope will improve it, we are having unique components manufactured to enhance the performance and handling of the frame, based on the data we have on each model,” says Poshbikes’ Andy Wallis.

“The bike will be as light as possible without sacrificing durability and rideability. It will be as high performance as possible without being overbearing to the normal rider, and it will be as laterally stiff and efficient as possible without sacrificing comfort.”
Poshbikes will offer Storck bikes at two main levels: Custom and Bespoke. A Custom bike will use a range of limited production frames and component upgrades, while Bespoke bikes are one-off and completely unlimited, even to the point that Markus Storck can produce a frame with a unique geometry and spec for you.

That's not all the Custom Division will also be producing their own line of aftermarket parts specifically for Storck bikes, their first handlebars are on their way with a Custom Division carbon saddle not far behind - so if you've already got a Storck, or you can't afford the Custom or Bespoke options you can still pimp your ride one piece at a time.

This is a worldwide service for any customer wanting something a little more special and exclusive,” says Andy Wallis.

The first limited series of Custom Division bicycles and components are due soon. Go to www.storck-bicycle.co.uk for more details.

While Poshbikes take on their new Custom Division role Storck Raddar take on their previous role as Storck's UK distributor.

Storck Raddar plan to distribute Storck bikes through 30-40 independent dealers, all of them bricks and mortar shops as opposed to web-based stores.

Storck Raddar already handle Storck’s electric bikes and hybrids as well as the clothing that was added to the lineup towards the end of last year. We’ve reviewed a few items on road.cc already and it has all maintained the brand’s reputation for high-quality products.

Storck Raddar already handle Storck’s electric bikes and hybrids as well as the clothing that was added to the lineup towards the end of last year. We’ve reviewed a few items on road.cc already and it has all maintained the brand’s reputation for high-quality products. 

3 user comments

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PUT THE CHAIN ON THE BIG RING!!

arrieredupeleton

posted by arrieredupeleton [563 posts]
16th April 2013 - 14:12

5 Likes

I was thinking of Top Gear Bike, the new show with overpriced high end bikes, preferable with a German badge. Thinking

posted by Dr. Ko [109 posts]
16th April 2013 - 15:16

3 Likes

That Aero 2 IS would look stunning with most (or all) of those logos removed

posted by Tjuice [121 posts]
17th April 2013 - 7:59

3 Likes