Europe's largest used motorcycle retailer, SuperBike Factory, has ceased trading with immediate effect after entering administration on July 20, 2026.
Joint administrators from KR8 Advisory Ltd were appointed under the Insolvency Act 1986 to manage the UK business.
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Michael Lennon, James Saunders, and Robert Halliday of KR8 Advisory Ltd are now overseeing the affairs of both Superbike Factory Group Limited and Superbike Factory Limited.
The decision puts hundreds of jobs at risk across the company's network of six retail showrooms.
The move follows a notice of intention to appoint administrators filed in court on July 17, which provided temporary protection from creditors while the private equity-backed business explored rescue options.
SuperBike Factory, owned by Enact since December 2023, reported a turnover of around £83 million and a pre-tax profit of £8.5 million in its 2024 accounts.
Founded in 2010 by Scott Behrens and James Watson, the company grew to sell approximately 15,000 motorbikes annually.
Financial accounts had previously highlighted risks from rising living costs and weakening consumer confidence, as well as market uncertainty surrounding motor finance provider relationships after a Court of Appeal decision on discretionary commission arrangements.
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SuperBike Factory expanded from its original Macclesfield location to include showrooms in Donington Park, Bradford, Bristol, Milton Keynes, and Crawley.
It also built a presence in motorcycle finance brokerage and digital purchasing platforms, including WeBuyAnyBike. com.
The administration adds SuperBike Factory to a list of casualties in the UK motorcycle market, following Completely Motorbikes in October 2024 and Mutt Motorcycles and CCM Motorcycles in 2025.
Industry figures show UK new motorcycle registrations fell by 19 percent last year, driven by Euro5+ emissions rules and elevated household borrowing costs.
The joint administrators have assumed control of the company's affairs, business, and property as agents.
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Customers seeking information about the administration process have been directed to contact the administrators through official email channels.
