Alliance expands its UK agricultural and forestry tyre presence through a new distribution partnership with GB Tyres. This is to support wider product availability, brand growth, and long-term commitment to sustainable farming solutions.
New Agreement Expands Availability of Alliance Agricultural and Forestry Tyres
Alliance 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. It’ll do this 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. This is to ensure improved availability and customer support nationwide. Consequently, Alliance expects the first shipments of its tyres to arrive in early February.
Partnership Supports GB Tyres’ Strategy to Grow Premium Farm Tyre Supply
GB Tyres said the partnership supports its strategy to expand access to premium 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.”
Nordic Tyres Expansion Reflects Alliance’s Long-Term UK Market Focus
From a commercial perspective, the agreement also represents an important step in Nordic Tyres’ continued growth as a GB Tyres brand in the UK market. Graham Hutchison, Commercial Director at GB Tyres, explained that expanding the Nordic Tyres product range with Alliance is strategic. It strengthens Nordic Tyres’ 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 Nordic Tyres can achieve its ambition of becoming a leading UK supplier of agricultural and forestry tyres. This is possible with support from GB Tyres and Alliance’s global expertise.
Agri Star II Range Showcased as Demand Grows for High-Performance, Soil-Friendly Tyres
Alliance emphasised that the collaboration supports its long-term commitment to the UK market, driven by innovation, sustainability, and productivity. Alliance designed its agricultural tyre portfolio to help farmers protect soil health, reduce compaction, and improve operational efficiency. This reflects 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.”
GB Tyres will distribute Alliance’s Agri Star II range through the partnership, including the new Agri Star II Row Crop model, which Alliance 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.
