Saddleback secures Ireland and Northern Ireland Felt deal

Distributor will be looking to place sales agent in region shortly
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Felt has handed Saddleback the distribution of its bicycles in Ireland and Northern Ireland, on top of the exisiting UK distribution deal.

Saddleback Managing Director Andy Wigmore said: “We are delighted to be appointed as Felt’s agent for Ireland and Northern Ireland. We know that there is great demand for the Felt Bicycles brand in those markets and we are looking forward to using all of the experience and collateral we have built up over the last eight years, to really take the Felt Bicycles brand to the next level. Dealers and consumers will be able to choose from a much wider product range, with considerably improved product availability. Dealers will additionally be able place their orders via either our B2B site or in-house customer service team. A fully employed Area Manager for the territory will be appointed in the following few months, to manage dealer accounts on a day to day basis.”

Michael Müllmann president of Felt Bicycles said: “In order to further develop this important market and build Felt’s performance brand positioning, it became necessary to change our distribution partner to one with a different focus. Saddleback has an excellent record representing Felt Bicycles in the UK, building strong performance brands and for their highly visible marketing strategy. We are confident that this is exactly what Felt Bicycles needs to continue its growth within Ireland”.

Existing Felt dealers and those interested in stocking the Felt brand should get in contact with Saddleback either by phone on +44 (0)1454 285285, or by email at

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