Milani restructures dealer network with Advanced Sports Distribution

Italian brand to establish ‘small but well focused structure of retailers’
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Milani Cycles is paring down the number of dealers it works with in the UK to forge closer links with dealers, via new distributor Advanced Sports Distribution.

Advanced Sports is already working with a handful of bike dealers and said the Milani brand would be supplied to a maximum of 20 retailers in the UK – and dependent on the geographical location of the retailers, the total may be significantly less. 

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Milani Cycles designs and builds frames in its own factory in Gallerate, Northern Italy. With a heritage traced back to the company's inception in 1927 and before, the current owner's father Natale Milani decided to use his engineering skills forged in the aviation industry and the Italian Air Force in building frames for himself and pro riders. Milani himself represented Italy at the World Road Race Championships.

Now the firm has embraced developments in material and manufacturing technology under current owner Celeste Milani. The 2011 catalogue includes everything from steel frames with chrome lugs to carbon fibre racing machines.

A spokesperson for the distributor said: "To say that Advanced Sports Distribution is extremely proud to be asked to work with a manufacturer as prestigious as Milani is somewhat of an understatement. We are absolutely elated.

"Working with Milani Cycles will give Advanced Sports Distribution the opportunity to show how a small yet flexible organisation can add real value to the relationship between the retailer and manufacturer and ultimately give the customer a better buying experience. The goal is for Milani owners to become part of the family, to become part of the Milani Community and we really need our retailers to supports this.

"We are planning some special events for the extended Milani family and their cycle loving friends, the core of these events will be based from the UK but there are also plans to organise a trip to the factory in Italy, details are to be confirmed but please rest assured there will be plenty of opportunity to ride your beloved bicycles."

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Interested dealers should contact Advanced Sports' Adam Buckland: adam.buckland@advancedsportsdistribution.com.

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