Silca, the legendary Italian cycling brand with over a century of innovation behind it, is officially back in South Africa, with Artemis Brands confirmed as its sole national distributor. A wide selection of products are now available at exclusive retailers nationwide.
Paid partnership with Artemis Brands
Founded in 1917, Silca built its reputation as the gold standard for cyclists who demand precision. From the iconic track pump found in pro team cars around the world, to the Secret Chain Blend wax systems now trusted at the very top of the sport. Silca’s latest wax formula, developed in partnership with World Tour team Visma-Lease a Bike, has been dubbed the brand’s own “winning wax” of the 2026 Tour de France season, proof that when margins matter most, the world’s best teams turn to Silca.
South African cyclists have known the name, but not always the experience. Historically, Silca’s presence in the local market has been inconsistent, with limited stock and no real investment in bringing the brand’s full range to riders who wanted it.
Artemis Brands has a track record building trusted FMCG and baby care brands, and are applying that same discipline, consistent supply, retail partnership, and long-term brand building to the local cycling community for the first time.
“We’re not here for a quick play; we’re here to grow Silca properly in South Africa for the long haul,” says Mikhail Wertheim Aymes.
A core focus of this launch is demonstrating how Silca’s range of products lowers the barrier to entry for chain waxing, a technology once reserved for the World Tour peloton. The wax system, strip chips and endurance additives make waxing accessible to everyday riders who want faster, cleaner, longer-lasting drivetrains without the guesswork.
“With a proven track record of successfully importing and selling products across various industries, we are thrilled to collaborate with Artemis Brands to bring our products to South Africa. The cycling community is enthusiastic about our offerings, but maintaining stock in South Africa has always been a challenge. Working with like-minded cycling enthusiasts to help build the Silca brand in Africa is an exciting endeavour,” says Scot Allen, International Sales at Silca.
Silca products are available now at these retailers nationwide:
- East City Cycles – Cape Town https://eastcitycycles.com
- Gear Change – Cape Town https://gearchange.co.za
- Ukhu – Johannesburg https://ukhu.co.za
- Cyclopro – PE https://www.cyclopro.co.za
- Benky Rides – Hilton https://www.instagram.com/benkyrides/
- The Bike Shop – Plettenberg Bay https://www.thebikeshop.co.za
Become a stockist: email: info@artemisbrands.co.za / phone: 011 430 5600
Instagram: Silca_Southafrica
Paid partnership with Artemis Brands
