The renowned Rubena range of high-quality bicycle tyres and tubes has been re-branded as Mitas.

Mitas and Rubena are both well-established brands in the rubber processing industry and can each chart their lineage back to the early 1900s. Mitas is a globally prominent brand of motorcycle and agricultural tyres and by absorbing the Rubena cycle range it will serve to broaden the consumer acceptance and confidence under a single, major corporate identity by applying its considerable strength and clout across all products and help to further promote the features, qualities and desirability of those products.

Commenting on the change, Adam Rous of Bike Tyrestore, the exclusive UK importer and trade distributor of Mitas and Rubena said; “This is good news for the brand and our trade and end-user customers. In terms of product quality and diversity, it’ll be business as usual and fans of Rubena can be reassured that they’ll continue to get the same value-for-money, top-notch tyres. The considerable resources of Mitas means that we’ll have more design, development and manufacturing facilities to draw on, with better distribution channels and more opportunities for marketing, promotion and rider support.”

Brand Specialist, Matt Lane added “Since the announcement of the change to Mitas we have already made moves to support some of the biggest cycling events in the world including the toughest and most televised MTB team stage race, the ABSA Cape Epic held in South Africa as the only Official Tyre Supplier to the event. We are also a main partner for the UCI 2016 Mountain Bike World Championships to be held from June 29 to July 3 in Nové Mesto, Czech Republic. This shows a commitment from Mitas to push the brand and the tyres on a global scale and by sponsoring or supporting large international events the reputation of our tyres can only grow, which will filter through to UK riders. We already offer a good full range of tyres from elite level xc tyres to soap box tyres, including our ‘stop thorn ultimate’ tyres. But with the transition to Mitas we have already seen the range increase, with the introduction of the Hyperion, Arrow and new Textra sidewall technology. These new tyres and technologies were born from our involvement with top flight events, notably the Textra technology from the Cape Epic, where 40 riders over 8 days had no tyre defects.”

For product information and stockist details, visit or

Trade customers looking to get on board with Mitas should call Bike Tyrestore on 0800 281 413, email or visit