SuperBike Factory, a motorbike retailer that grew from a 2010 start-up into what it described as one of Europe’s largest buyers and sellers of motorbikes, has collapsed into administration and ceased trading after 16 years.
Administrators appointed and trading halted
On 20 July 2026, Michael Lennon, James Saunders and Robert Halliday of KR8 Advisory Ltd were appointed as joint administrators of SuperBike Factory Group Limited and SuperBike Factory Limited under the Insolvency Act 1986. The company has announced that the businesses have stopped trading with immediate effect.
"The Companies have ceased to trade with immediate effect."
The administrators are managing the companies’ affairs, business and property, and have asked that all enquiries from customers and other parties be sent to SBF@kr8.co.uk.
Regional presence and services affected
SuperBike Factory operated a nationwide online stock list, offered delivery across the UK and maintained relationships with more than 500 UK dealers. The group expanded over the years and opened several physical locations, including a site in Bristol, as well as showrooms or branches elsewhere in England.
- Founded: 2010
- Trading period: 16 years
- Service model: online stock list, nationwide delivery, dealer network
- Administrator contact: SBF@kr8.co.uk
The business had diversified in recent years, launching an online accessories store in 2018 and adding electric motorbikes to its range in 2020. It also expanded physical operations with additional sites, including a rebranded showroom at Donington Park following the acquisition of Ritebike.
Local and sector context
The retailer’s failure comes in a year that has seen a number of UK retailers enter administration or announce widespread closures. The difficulties across the sector have included longstanding high-street names and fashion retailers, contributing to a challenging trading environment for both physical stores and online operators.
| Site / Location | Noted in company expansion |
|---|---|
| Donington Park | Rebranded showroom after Ritebike acquisition |
| Bradford (West Yorkshire) | Expansion site |
| Bristol | Regional presence |
| Milton Keynes | Expansion site |
| Crawley | Expansion site |
At present there has been no public information from the joint administrators about the number of staff affected at individual locations or whether any of the sites will be sold or transferred as part of a restructuring or sale process. Customers who have outstanding orders, deposits or enquiries are being asked to contact the administrators via the email address provided on the companies’ website.
Local customers and dealers in North Somerset and the wider Bristol area should monitor updates from KR8 Advisory Ltd and check their records for order confirmations and payment receipts. Where purchases were made using a credit card, customers may wish to check their rights under their card provider’s chargeback procedures.
InfoRadar will follow developments and report further details as they become available from the joint administrators and other official sources.
