Richard Hemington has been revealed as the managing director of Cicli Pinarello (UK), a new firm that has been started following the Italian company's decision to go dealer-direct in the UK. Hemington was MD of Specialized in the UK from 1989 until 2015.
The switch from distribution via Yellow to dealer-direct was made earlier this month.
Hemington is working from Epsom in Surrey and said he will be creating and then leading a team of eight.
“The UK is an important market for Pinarello, not least because of our partnership since 2010 with Team Sky but also for British winners of many Grand Tour events” said Hemington.
“We want to transfer that success to our brand, with retailers, here in the UK. Success is built in partnerships with both retailers and riders and this will be the foundation of how we will work together in the future.”
He added: “The premium nature of our brand requires quality retailers which will not be high in volume but it does require us to bring new strategies and tactics to make the brand successful. Riders investing in a brand like Pinarello are looking for an experience with the brand especially in store and we will focus on this strategy with retailers.”
Pinarello will be exhibiting at the Cycle Show in Birmingham, showcasing 2019 models, as well as the Grand Tour winning bikes of Chris Froome and Geraint Thomas.