Altura
ZyroFisher · United Kingdom
Altura is a British cycling clothing and luggage brand established in 1997 and part of the County Durham distributor ZyroFisher. It makes cycling apparel, waterproofs, panniers, backpacks and accessories for men, women and children.
| Founded | 1997 |
|---|---|
| Parent | ZyroFisher |
| Base | Near Darlington, County Durham |
| Main channel | Independent bike dealers |
| Categories | Cycling apparel, luggage, helmets |
| Website | altura.co.uk |
What is Altura?
Altura is a UK cycling brand established in 1997 to create products its founders felt were missing from the British market. It is part of ZyroFisher, a cycling distributor, and shares its base near Darlington in County Durham.
Products and positioning
The brand designs cycling apparel and luggage in the UK. Its range covers:
- Jerseys, jackets, gilets, base layers, shorts, tights and trousers for men, women and children
- Gloves, socks, headwear, overshoes and warmers
- Panniers, backpacks, messenger bags, frame bags and saddle bags
- Helmets
Altura positions itself on comfort and affordability rather than premium pricing. Recent ranges include transitional clothing for wear on and off the bike, and the brand has been moving towards certified sustainable fabrics, PFC-free water-repellent finishes and more sustainable packaging.
Distribution
Altura is sold largely through independent bike dealers, as well as through its own online store and outdoor retailers.
Why it matters
Having passed its 25th anniversary, Altura is one of the longest-established British cycling apparel brands and an example of a distributor-owned label built around the independent bike shop channel.
Frequently asked questions
Where is Altura from?
Altura is a British cycling brand based near Darlington in County Durham and owned by distributor ZyroFisher.
What does Altura make?
Altura makes cycling clothing, waterproofs, accessories, helmets and bike luggage such as panniers and backpacks.