We are Europe’s leading Lifestyle and
Action Sports licensee and distributor,
with over 40 year’s heritage and experience.


Delivering brands and products that inspire an active and empowering lifestyle.

European in focus, we are located in the UK where our premises house our UK staff, sales showroom and warehouse. Our European team are based in territory, with sales and admin support provided here at Shiner HQ.
Careful segmentation of both our products and distribution channels enable us to maintain brand heat whilst maximising retail spread. Naturally, we pride ourselves on having established relationships with hundreds of retail independents and leading multiples across Europe.
We recognise and value the need for credible and consistent marketing. Over the years we have built a dedicated in-house marketing team that specialises in the delivery of tailored, multi platform commercial brand support.
The challenges of pan European sales and distribution are met through a combination of country managers, agents and locally based native speaking customer support staff. This structure has been carefully created to maximise communication and service levels between retailers and the Shiner team.
Passionate, dedicated and knowledgeable, our Sales team have proven credentials and are committed to supporting our retailers through careful, insightful and personal account management.
Whilst we value personal contact, we recognise that we live in a digital age. Our market leading B2B ordering system offers all of our retailers tailored multilingual visibility of our product offer, stock availability and marketing materials. Our 60,000 square foot state of the art warehouse enables us to support our loyal customer base with a guaranteed stock holding of essential lines, ensuring timely replenishment.
Customer service is central to our business. Our ‘In Full, On Time, In Spec” promise guarantees exceptional levels of speed and efficiency that are unmatched in our industry.
More Info


We partner with our clients to understand their individual needs and
elevate the value of their brands through thoughtfully designed experiences.

Charlie Allen

Chief Executive Officer

Rich Staite

Chief Operations Director

Vicki Sutherland

Chief Marketing Director

Pete Royston

Sales Director

Prith Voual

Chief Finance Director


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