Brand Focus – Deda

Founded around 30 years ago, Deda is a brand of Dedaindustrie SRL, along with Dedacacia Strada who produce frame tubing and carbon framesets. Around the turn of this century, Dedacacia Strada produced the most in-demand frame tubing, including U2, EM2 and the catchily named, SC61.10A. Deda have become synonymous with bike finishing kits – handlebars, stems and seatposts. Appreciated all around the world as the market leader, Deda provide handlebars, stems and seatposts for many World Tour Teams.

Star Power

Dedaindustrie SRL have worked with all the top riders over the last thirty years, from Marco Pantani through to Tadej Pogacar. The latest production techniques and materials are used to produce the highest quality components suitable for use in professional or recreational cycling with a range of products to suit all abilities. Deda also produce UCI approved wheelsets and a whole host of genre specific parts and accessories for Time Trial / Triathlon, Track, Urban Vintage and MTB.

Here’s some of our favourite Deda products;

See our full range of Deda products here