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UK firm bags award for increased sales and boosting brand awareness

Saddleback scoops Castelli Distributor of the Year

Saddleback has been awarded 2009 Castelli Distributor of the Year by the Italian performance cycle clothing brand.

The award was earned not just through increased sales, but also through exponentially increasing awareness of the Castelli brand.

Saddleback has distributed Castelli product for three years.

“You would think that doubling turnover would have been enough to make Saddleback Castelli’s distributor of the year, and of course it didn’t hurt,” said Steve Smith, brand director of Castelli.

“But they didn’t just build turnover, they exponentially increased the brand awareness in the UK market through effective marketing at every level. On the advertising side we had a presence in the UK magazines unprecedented in Castelli’s history. On PR Saddleback is so effective that Castelli Italy jokingly refers to the UK magazines as Castelli monthlies. Then there is the grassroots promotion level with great visibility of the Felt/Castelli cycling team with numerous victories throughout the year.

“Not only did the Saddleback crew push the brand in the UK, but they actively contributed to making Castelli a better company. The guys actively use Castelli products and give their feedback to help product development. And their ideas help form the communication strategies and materials that Castelli uses globally.”

Saddleback director Andy Wigmore commented: “We are delighted to receive Castelli’s Distributor of the Year Award. Saddleback has worked hard over the last three years to develop the Castelli brand in the UK and we see this award as a culmination of our efforts and all that we set out to achieve.

“With involvement in the likes of the Cervelo Test Team, Castelli is proving to be one of the most technical brands in the world and that is certainly the case in the UK. Progress with the Castelli brand in the UK is also confirmed by the great consumer feedback we receive.

“Our goal still remains, to establish Castelli as the leading technical and performance cycle clothing brand in the UK over the coming years and this award proves we are on the right track.”

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