Alliance Tires appoints GB Tyres as new UK distribution partner
Amsterdam, January 2026 – Alliance, a leading global brand of agricultural and off-highway tires has announced a new distribution partnership with GB Tyres for the United Kingdom (England, Wales, Scotland) market. The partnership officially commenced on 1st January 2026, further strengthening Alliance’s footprint in the UK agricultural and forestry sectors.
Through the agreement, GB Tyres will distribute Alliance’s full agricultural and forestry tyre portfolio across the UK via its agricultural brand, Nordic Tyres. The collaboration combines Alliance’s globally recognised product expertise with GB Tyres’ and Nordic Tyres’ strong local market presence, ensuring improved availability and customer support nationwide. The first shipments of Alliance tyres are expected to arrive in early February.
GB Tyres noted that the partnership aligns closely with its strategy to expand access to premium, technologically advanced tyre solutions for UK farmers and contractors. Jay Singh, Executive Director at GB Tyres, highlighted the value of working with a well-established global brand, adding:
“Both GB Tyres and Nordic Tyres are proud to be associated with a significant brand like Alliance that offers a complete range of agricultural and forestry tyres, and we look forward to the first tyres arriving.”
From a commercial perspective, the agreement also represents an important step in the continued growth of Nordic Tyres as a GB Tyres brand within the UK market. Graham Hutchison, Commercial Director at GB Tyres, explained that expanding the Nordic Tyres product offering with Alliance strengthens its position in the agricultural and forestry sector. He commented:
“This partnership represents a major step forward for Nordic Tyres as it continues to expand its product range and strengthen its position within the industry.” He added that, supported by GB Tyres and Alliance’s global expertise, Nordic Tyres is well positioned to achieve its ambition of becoming a leading supplier of agricultural and forestry tyres in the UK.
Alliance emphasised that the collaboration supports its long-term commitment to the UK market, underpinned by innovation, sustainability and productivity. Alliance’s agricultural tyre portfolio is designed to help farmers protect soil health, reduce compaction and improve operational efficiency, reflecting the brand’s broader focus on sustainable farming practices.
Ole Baek, VP Sales North, West Europe & France at Yokohama-ATG, said the partnership with GB Tyres reflects a shared commitment to performance and customer value. He explained that GB Tyres’ market expertise and strong distribution capabilities make it an ideal partner for Alliance in the UK, adding:
“We are pleased to work with GB Tyres to further strengthen Alliance’s presence in the UK and to support agricultural and forestry customers with reliable, high-performance tyre solutions.”
Among the products to be distributed through the partnership is Alliance’s Agri Star II range, including the new Agri Star ll Row Crop model, developed to deliver excellent traction, durability and soil-friendly performance. The Agri Star II range is one of Alliance’s key success stories, with more than one million tyres sold globally, highlighting the brand’s strong acceptance among farmers worldwide.
About GB Tyres
GB Tyres is one of Europe’s largest independent tyre distributors, specialising in commercial, truck and industrial tyres. The company is recognised for its extensive product range, strong supplier relationships and commitment to customer satisfaction.
About Nordic Tyres
Nordic Tyres is the agricultural tyre brand of GB Tyres and a leading UK distributor of agricultural tyres and Forestry, offering premium products and expert service to the farming and agricultural industries. Nordic Tyres continues to expand its market presence and product portfolio within the UK.
About Alliance
With a rich legacy spanning over 70 years, Alliance is a leading name in the off-highway tire sector. Through continuous innovation and advanced research, Alliance has been consistently offering top-tier products engineered to optimise productivity across applications. With state-of-the-art manufacturing facilities and robust research capabilities, Alliance has earned the reputation of offering a comprehensive portfolio of agricultural tires catering to diverse needs, making it the preferred choice of customers worldwide. Visit the website here
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