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US BMX brand signed up by distributor

IMG to bring Season to retail

US BMX brand Season has linked up with IMG Distribution in a partnership that will see its products land at retail early in October in the UK.

The distribution firm has bought out the brand, and it will now start the design process from scratch. However, some initial product was seen during September at Eurobike.

IMG Distribution’s David Lombard, who is managing the brand, told BikeBiz: “We thought it was time to add a new brand to our basket. Right now we have Odyssey, Fly Bikes and several other great brands and Season fits right in with those.

“Also, starting from scratch gives us more opportunities to fit in markets and areas that our other house-brand, Proper, doesn’t cover.”

Lombard revealed that going forward the brand will be working on a line of soft goods, including items such as backpacks for 2010. Additionally the current catalogue, viewable at seasonbikesbmx.com, has room to expand.

All product design is now handled in the UK using Solidworks, however IMG is working with US designer Seb Surroca to develop technical street-suited components.

Testing is handled in the UK too, with the recent sponsorship of UK rider Tom Davis. “We have picked up a rider in Leicester. He’s a beast and so having him testing the parts is good. If parts survive him, that means they’re good to go on manufacturing,” said Lombard. “From the Eurobike feedback, I think we managed to reach our goal to have a fresh BMX parts brand that sits right in the current trend and demand.”

IMG: 01243 268075

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