Merlin expands HQ and doubles warehouse capacity after 2025 move
UK riding kit brand Merlin has added a new showroom and expanded its warehouse space, following its move to a larger headquarters in Rugeley earlier this year.
Motorcycle kit brand Merlin has expanded its operations after adding a new showroom at its Staffordshire HQ.
The move marks the latest step in the company’s steady growth, which began in a small barn conversion with a limited product range and has since developed into a broader line-up sold in multiple markets.
The new HQ, which was opened in Rugeley at the beginning of 2025, gained the purpose-built showroom with a view to giving dealers and distributors a clearer look at its current and upcoming kit. The space has been built from scratch and will be used to present the brand’s expanding range of riding gear, including pieces from its Autumn/Winter 2026 collection, which is expected to land later this year.
Alongside the showroom project, the firm has also increased its warehousing capacity. The updated setup effectively doubles its logistics footprint compared to its previous base, with the aim of improving order fulfilment for both UK and international partners.
Speaking about the move, Merlin’s CEO, James Franklin, said:
“Being able to welcome our dealer and distributor network to our new HQ has been a longtime coming, allowing us to showcase Merlin for the future, and allowing riders to see the developments we have made in broadening our head to toe offer … We look forward to continuing to welcome our business partners to our HQ throughout the season”.
The changes are intended to support a growing dealer network while giving the business more room to scale its product range and internal team.
You can check out the full Merlin range on the official website.
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
