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Limar New Direct Distribution In Australia

Published September 29, 2023

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After establishing direct distribution in the North America market last year, the Italian brand Limar is now expanding into Australia.

A totally new product range will be distributed in Oceania that will include the latest helmet models and, for the first time, the new range of eyewear, which has already found success in international markets.

Julian Green, appointed as brand manager for the region, comments, “We are confident that Limar's great collection will be appreciated by the Australian customers and I am looking forward to this new exciting challenge. Limar will be present at Noosa triathlon and at TdU Expo with our World Tour teams Astana and Israel Premier Tech Roland. Furthermore in October, we will launch our dedicated website,, with a B2B area for dealers.”page1image89838464

Bianca Bernardi Marshall, co-president of Limar USA and Limar International commercial manager asserts: “We are determined to re- establish Limar’s positioning in the Australian market. That has always been relevant for our brand and where we gained a successful presence in the past.

In the ‘90s, Limar was the only non- Australian brand to have AS approved helmets. It is also a nice coincidence that Limar, with its recently reinforced mountain bike range, will have direct distribution in the two countries that saw Limar win Olympic gold medals. Paola Pezzo took the top spot at the first Olympic games in Atlanta in 1996 and then again in Sydney in 2000, where Limar also won a gold medal with Jan Ullrich in the road category.

In the following years 2001 and 2002, Cadel Evans, the first Australian rider to emerge in the pro cycling world, was with Limar at Team Telekom when he switched from mountain bike to road.”

Limar plans to have most of the range available in October, with all new products for road, gravel, mtb, including the new Etna enduro mountain bike helmet and the full line of eyewear.

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