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Amicable split will see distribution deal cease at the end of the season

Cervélo and Madison part ways

Following last year’s acquisition of Cervélo by Pon Holdings, the bike brand is to part ways with Madison, which has spent seven years as the exclusive distributor in the UK.

All Cervélo activity will cease at Madison from July 31st 2013.

The post-acquisition move sees Dutch group Pon Holdings adopt a direct distribution strategy for Cervelo, bringing it in line with other brands within the Pon portfolio.

“This is an amicable separation, due entirely to the change in ownership of Cervélo and the new owners making use of their own existing sales and logistics infrastructure," Explained Madison CEO, Dominic Langan.

"As a distributor of third party brands, this type of eventuality goes with the territory. For the time being it is business as usual. We will naturally be filling this space with a replacement brand in due course.”

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