Daniel Muff, Sugoi's manager of European sales, said the brand's take-up in the UK had "exceeded even the most optimistic projections."
The new reps are Seamus McGeown and Paul Varney.
McGeown will represent Sugoi in Northern Ireland and the Republic of Ireland, while Varney will cover northern England and the Midlands.
"We're very excited to be able to increase our representation and improve our coverage," said Muff.
"Both Seamus and Paul are quality reps who bring a great breadth of experience and expertise, including successful track records representing other major athletic brands."
Sugoi will be at Cycle 2003, September 24-28th, Business Design Centre, London.