A fire broke out at the Atherton Bikes HQ and factory in Machynlleth on Sunday 11 October. The company says nobody was injured and everyone is safe.

Fire broke out at the Atherton Bikes headquarters and factory on the Treowain business park in Machynlleth, Powys, on Sunday morning, BBC Wales reports. Crews were called at 08:00, and about 30 firefighters tackled the blaze.

Mid and West Wales Fire and Rescue Service said the fire began in the manufacturing area of the two-storey building, and that firefighters managed to salvage bikes and IT equipment. Two crews from the local fire station attended, with two appliances from Aberystwyth and another from Llanidloes. Shropshire Fire and Rescue Service sent an aerial ladder platform and a water bowser from Oswestry. A plume of grey smoke was seen over the town, and residents were advised to keep doors and windows closed.

Nobody hurt

"We are devastated to confirm that there has been a fire at Atherton Bikes HQ and factory in Machynlleth this morning," the company said in a statement signed by Dan, Gee and Rachel Atherton and chief executive Dan Brown. "Most importantly, we can confirm that nobody was injured and everyone is safe."

Gee Atherton called it "heartbreaking news", the BBC reports. In a video the siblings shared on social media, Rachel Atherton thanked the fire service, saying firefighters had been "amazing".

Watch Gee and Rachel Atherton's update on Instagram

Orders and deliveries

The company says it is still working to understand the full extent of the damage and disruption. "We anticipate disruption to production and deliveries, but at this stage it's too early to understand the full impact or provide reliable revised timelines," the statement says.

It says it will contact affected customers directly as soon as it has a clearer picture, and that estimated dispatch dates for new and existing bike orders should be treated as unconfirmed while it assesses the situation.

The company says it will share updates on the Atherton Bikes website. BBC Wales has the full report.

From all of us at iBikeRide: we're devastated for Dan, Gee, Rachel and everyone who works at Atherton Bikes, and we hope to see them come back stronger.