BikeBiz Bicycle and cycling retail news
Following the news that Troy Lee Designs was leaving Zyro-Fisher’s Saddleback has announced it will be the new distributor. Carryover stock will be available from 1st November, and the full 2017 range will land next February.
"We will be using our brand marketing expertise to relaunch Troy Lee Designs to give this distinctive, authentic brand greater visibility in the UK market," said a statement from Saddleback.
“Saddleback’s commitment to IBDs, service, product availability, unreal store build-outs and marketing is some of the best I’ve seen,” said Troy Lee.
“What I was most excited about though is how they become an extension of your brand in the UK. They seem to really grasp how to be professional but still true to the brands they partner with. They knew from day one what TLD is about – they love to have a good time on their bikes while using great equipment, staying comfortable, but still poppin’ wheelies and having a pint after the ride."
Martin Astley becomes the Troy Lee Designs brand manager for Saddleback. He said: “Adding Troy Lee Designs to the our portfolio is huge. Company founder Andy Wigmore set a clear goal for the business to focus only on elite performance brands that are associated with the highest level of professional racing and it’s hard to imagine a brand that fits that criterion better than TLD."
Astley added that there could be "some exciting collaborative projects in the near future" with Saddleback’s other brands, such as Intense Cycles, ENVE and Chris King.
