DENVER (BRAIN) — Donnelly Sports — a Denver-based company that develops and markets Clement tires, licensing the trademark from Pirelli — is looking to rebuild the historic brand in its original home, Europe.
Donnelly has hired Michael Johnston, a former Mavic executive, as Clement's European manager. Johnston started June 1 and is based in Talloires Rhone-Alpes, just outside of Annecy, France.
Donnelly Sports plans to offer the full Clement product line in Europe, including cyclocross, gravel/adventure, mountain biking, and road clincher and tubular models.
"We took our time to find the right person to communicate the new Clement story and brand strategy moving forward, specifically for the European market," said Donnelly Sports general manager Donn Kellogg, who acquired the licence in 2010. "With Michael's serious experience in global communications for top cycling brands along with his product management and sales rep days, we know he is the right person for the brand Clement in Europe."
Clement tires were off the market in Europe for at least 10 years before becoming available again about four years ago through distributors in Germany (Cosmic Sport) and the U.K. (2Pure). Johnston is now in conversations with a other distributors across Europe outside of those two markets.
Johnston said, "Donn has executed a well thought-out strategy. He's positioned the brand for growth by building image through cyclocross and gravel riding, which relates very much to adventure riding and commuting in Europe and the current trend of wider road tires."
While the European market is potentially twice the size of the U.S. market, it is diverse and segmented, Johnston noted.
Germany, France and Italy each possess iconic tire makers, with favorites in each country.
"Additionally, certain brands are stronger in road than mountain biking, and other brands are stronger in cyclocross," said Johnston. "This gives us a matrix in Europe which is rather complex."
He said Clement still has a strong brand in Europe, especially among mature riders who remember the brand's heyday in pro cycling.
"We have a great story to tell and great products to back it up," he said.
Clement's North American distributors now include Accell North America/Seattle Bike Supply, BTI, Hans Johnsen Company, Live to Play Sports, Security Bicycle Accessories, Qarv Imports, QBP, and Wilson Bicycle Sales. OE clients include Raleigh, Norco, Kona, Novara, Jamis, Masi, Foundry, GT, Genesis, All-City, and Brodie.
