Dogma? Nah, modus operandi

Pinarello is to go dealer direct in the UK, ending a 20-year relationship with Phil Griffiths and his distribution firm Yellow.

Company chairman and CEO Fausto Pinarello said: “We want to make this investment for our brand. The UK [and Ireland] are very important markets for Pinarello and we look forward to working directly with retailers here."

He added: "We would also like to thank Phil Griffiths and his team for the incredible work and important support they have given to the brand during last 20 years.”

Griffiths said: “It is understandable that Pinarello wants to evolve its business model. We thank [the company] and send our best wishes for the future. We now look forward to our next chapter with a lot of excitement."

Pinarello is based in bike-centric Treviso, Italy, and was founded in 1952. It was acquired by LVMH-owner L Catterton in 2016.

Pinarello bikes have been ridden to numerous Tour De France victories including this year's yellow jersey win by Team Sky's Geraint Thomas.

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