UK motorbike retailer on ‘brink of administration’ despite £83m sales

The warning relates to SuperBike Factory, the Cheshire‑headquartered company that describes itself as Europe’s largest retailer of used motorbikes.

It has built a network of six large “destination” showrooms across the UK – including a new Milton Keynes branch marketed at riders from Oxfordshire.

Specialist motorcycling website Visordown reported that SuperBike Factory has filed a Notice of Intention (NOI) to appoint administrators and is on the “brink of administration”.

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This is a formal step which gives the business short‑term court protection from creditor action while it explores options such as new investment, a sale or restructuring.

An NOI does not mean the firm has gone into administration at this stage, but it is widely seen as a sign that the company is under significant financial pressure and could yet tip into insolvency if a rescue can’t be agreed.

According to its latest filed accounts for 2024, reported by outlets including GB News and RideApart, SuperBike Factory generated turnover of around £83m.

This saw a modest increase on the previous year’s revenues, reflecting strong demand for used bikes in the cost‑of‑living crisis.

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Over the past few years it has expanded rapidly from its original Macclesfield base, opening sites at Donington Park, Bradford and Bristol before adding a Milton Keynes showroom.

This serves customers from Buckinghamshire, Bedfordshire, Northamptonshire and Oxfordshire.

That Milton Keynes site, at Granby Trade Park in Bletchley, is promoted as being “easily accessible” for Oxfordshire riders looking for a destination dealership within a realistic ride or drive of Oxford, Banbury and Bicester.

Industry commentators say any administration would be a major shock for the UK motorcycle trade, given SuperBike Factory’s size and visibility, but stress that the NOI filing means the business still has a window to secure backing and keep its showrooms trading.