BROOKS DEALERS OF EXCELLENCE




	Our new dealer database features only the dealers who have registered and have been accepted for the Dealers of Excellence program. Registered dealers are listed by decreasing number of rivets in 2 columns: –the Dealers of Excellence column, featuring all dealers with 3 or more rivets –the Other Stockists column, featuring dealers with less than 3 rivets To qualify for the different levels of the Dealers of Excellence program, you need to carry a minimum range of Brooks Products as shown in the following table.







	Please be aware that a comprehensive RANGE OF BROOKS PRODUCTS is a prerequisite, but not the only parameter to get a high rating. To qualify for 5 and 6 rivets you have to provide us with detailed information on following and support your text with good photos: 1 Detailed description of the RANGE OF BROOKS PRODUCTS carried by the shop 2 Position and look of the DISPLAY OF BROOKS PRODUCTS 3 NUMBER and TYPE of bikes with Brooks Products sold in the shop 4 Bikes and accessories COMPLEMENTARY to BROOKS PRODUCTS 5 Statement or story showing the shop's PASSION FOR BROOKS 6 Shop ATMOSPHERE, LOCATION, & PERSONALITY Rating your shop is not an exact science, so there is a degree of subjectivity in the process, especially when deciding if a dealer gets 4, 5, or 6 rivets. We will try to visit your shop personally or through the representatives of our distributors if we feel the need for more information.


	To be evaluated, you will first need to open an account and register your shop using the forms in the Register & Log In page. You will then need to fill in a questionnaire and submit photos regarding the six above points. Your answers and photos will be used to initially evaluate and rate your shop.		Be aware that we look both at the width and presentation of the product range and at the business your shop generates. This balanced evaluation system enables also smaller shops to qualify for the program.
			Be aware also that shop ratings are periodically re-assessed. In most cases we will reconfirm or upgrade the ratings, but we might also occasionally downgrade some shops.

	COPIES & FAKES We would respect historical competitors of the calibre of Ideal, Lycett or Mansfield if they were still around; instead, we must contend with many shoddy forgeries of Brooks creations. These unflattering imitations manifest mainly in copies of the Swallow, B17, and B67, often presented alongside marketing materials designed to appear as if they were legitimate Brooks products. We trust that our Dealers of Excellence will avoid these appalling, unbranded creations, and always select Original Brooks Products to offer their inexperienced clientele. Experienced cyclists know the difference.

	WARNING & CANCELLATION Should we find any Dealer of Excellence to stock copies and fakes, we have to downgrade the listing as a warning, then delete it from the program. We will also cancel listings if we receive negative commercial information on any account from our sales people, distributors and wholesalers.