A new purpose-built showroom showcasing the latest Merlin apparel and helmets
From a small barn conversion with a handful of products to a multi-product category line-up, selling internationally, the Merlin story has been one of continued growth. At the start of 2025 the brand relocated to a new larger headquarters in Rugeley, Staffordshire, with the vision to continue the trajectory of the business, provide more space for a growing team and provide the network of retailers and distributors with a greater level of service.
After settling in to the new space, plans were then developed to build a new showroom, as a means to showcase the growing range of motorcycle performance apparel, equipment and helmets and further invest in the warehouse space to enable improvements to dealer order fulfilment.
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Having built and fitted out the showroom, from the ground up, Merlin are now welcoming dealers and distributors to view the latest new product line-up, including new lines from the Autumn Winter 2026 Collection, which is due to launch later this year.
Behind the scenes, further investment in warehousing space has allows the brand to double its logistic footprint when compared to the original warehousing size, meeting both UK and International demand.
“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”, say Merlin’s CEO James Franklin. “We look forward to continuing to welcome our business partners to our HQ throughout the season”.
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