BTR has been creating practical cycling, running and high visibility products for over 20 years. Over recent years the range had grown larger and more complex than originally intended and it became clear that BTR worked better with a much smaller, more focused product offering. In 2026 we began simplifying the business and concentrating on the products customers genuinely value most. That means many older lines are being cleared and won’t return, while a handful of proven favourites are helping shape what comes next. The aim is simple: fewer products, better focus and the same commitment to practical gear designed to help people stay visible, protected and prepared in all weathers.