BRAND SPOTLIGHT: Giro, from head to toe

Since it launched its apparel line from 2013 the brand has prided itself on a 'head-to-toe' offering
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Since it first launched back in 1985, Giro has grown to become one of the best known helmet brands in the cycle world.

Following the launch of successful glove and shoe product programmes in 2009 and 2010, Giro had paved the way to diversify its line-up further, then in 2013, as Zyro became exclusive distributor for Giro, the brand was preparing to launch its apparel category into territories outside its US home market.

Zyro tells BikeBiz: “Building an apparel category from the ground up gave Giro an excellent opportunity to break the mould.

“From the very first season, Giro set out to design clothing from a unique point of view, one that focused on the performance that riders require while they are on the bike, combined with comfort, style and versatility.

“Products like the highly acclaimed Insulated Vest and Women’s Halter Bib Short demonstrate how Giro’s signature innovation has carried through into the apparel line. Both items offering unique solutions to everyday challenges faced by cyclists.”

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Stuart Hayes, Giro brand manager at Zyro, adds: “The key to Giro’s success in new categories is their ability to constantly deliver innovation. They are bold enough to stretch the boundaries of what is considered acceptable in the current time, so the products stand out. The result is a range of products that are unique and desirable and that draw customers into store.”

With the apparel line now established, Zyro and Giro are keen to push the message that the depth of product has given retailers a Giro product to offer every customer that comes through their door.

Amongst these are key products like the Giro Empire and Empire SLX shoes, worn by riders like Taylor Phinney and Sir Bradley Wiggins. Complementing the high end, demand for the new entry level Rumble and Petra shoe models has been phenomenal, Zyro tells BikeBiz, with retailers already seeing great sell through.

The distributor adds that in the helmet range the new Synthe encapsulatesthe Giro design philosophy; cooler, lighter, faster; "creating a product with industry leading performance and high desirability."

“Alongside the high-end offerings, the Foray and Saga have provided unbeatable looks and performance at the £50 price point. it’s a refreshing line up with a succinct range for retailers to stock,” Zyro adds.

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“Retail sales across helmets and footwear have been incredibly strong, with sales in the UK doubling in quarter one 2015 compared to the same period in the previous year. With the introduction of their comprehensive range of apparel in 2014, Giro have created a truly head-to-toe brand.”

With an increasingly comprehensive product offering and strong sales on the shop floor, Zyro says it is confident that Giro will continue to see significant growth throughout the year.

Retailers can access the full line of Giro products via Zyro’s website at www.zyrob2b.co.uk or alternatively by speaking to their Account Manager.

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