Veltec Sports will license Descente

CARSON CITY, NV (BRAIN)—Veltec has signed an agreement to become the licensee of the Descente brand for the cycling, triathlon, running and fitness markets in North America and Europe.

Veltec will create a new soft goods division comprised of Descente and Shebeest, which Veltec acquired in 2005.

The new Boulder, Colorado-based division will be led by industry veteran Hugh Walton, president of Axcent Sports, which had held the Descente license.

The addition of Descente cycling, triathlon, running and fitness apparel to the Veltec’s portfolio combines the strengths of the Descente brand with Veltec’s sales, marketing and distribution expertise.

“Descente’s rapid growth in the cycling, triathlon and running markets is a testament to the strength of the brand and the quality of the people and products. We are confident that Veltec’s financial strength, strong marketing, sales and distribution capabilities will take the brand to the next level,” said Hideo Kioshige, president of Descente North America.

Walton, who called the deal a “match made in heaven” said customer service, distribution, warehousing and account services for Descente would be handled from Veltec’s base in Carson City, Nevada, while product development would come out of the Boulder office.

Shebeest will maintain its focus and independent product design, development and brand identity.

“Descente is an excellent fit with Veltec’s line-up performance cycling products,” said Manfred Krikke, Veltec’s new chief executive officer. “As always, we aim for the highest quality products in each category and believe Descente is precisely that.”

Veltec Sports exclusively markets Sidi in the United States, and Colnago, Descente, Enervit, Shebeest and Vredestein in both the United States and Canada.

Veltec Benelux exclusively markets BMC, Cervélo, Concorde, Intense, Wilier, Cyclefit, Cyclops, Easton, Enervit, Pariba, Profile, Sidi, SMP, Speedplay and Ultima in the Netherlands, Belgium and Luxemburg.

For more on the deal between Veltec and Descente, be sure to read the March 1 issue of BRAIN.