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Selle Royal Group Unveils Strategic Reorganization for Enhanced Dealer Support and Market Presence in North America

Published April 12, 2024

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 San Clemente, CA - Selle Royal Group took ownership of Highway 2 in September 2023 and relocated its HQ to San Clemente, CA. The company is thrilled to announce a strategic reorganization designed to strengthen its North American market presence and foster deeper and more collaborative relationships with dealers across the United States and Canada. This reorganization introduces H2 as the direct and primary source for some of the most esteemed brands in cycling: Crankbrothers, fizik, Selle Royal, Brooks England, and Knog.

 In the US, H2 has positioned company territory managers across the country who will serve as the brands’ sales and marketing representatives to their program dealers. These territory managers will support dealers in making the right choices when it comes to product, sales, and marketing. This move reflects a commitment to strategically approaching our dealers’ individual needs.

 Understanding the critical role that retailers play in each brands’ success, H2 is adopting a collaborative approach to support the most accessibility to the product range. H2 will focus on achieving product and service penetration by leveraging a network of sub-distributors to make all brands accessible to every dealer. This will ensure that the diverse range of H2 products can be reached by all dealers and consumers.

 Sales Director Bernardo Fiorini shares his optimism about the reorganization, "H2 will be the gateway to Selle Royal Group brands and Knog. With company territory managers, our dealers will directly engage with the brands in our portfolio, without middleman. We believe that the only way to overcome market challenges is through direct contact with our customers. This relationship will benefit our partners with a tailored offering, generous margins, marketing initiatives, consumer activations and joint efforts to keep our brands relevant within local communities. We look forward to building on our legacy of excellence and fielding the exciting opportunities this new structure will bring to our dealers and customers”.

 In Canada, H2 will continue its successful collaboration with the existing outside rep sales force, which has contributed significantly to achieving sales goals in recent years. This continuity ensures these brands remain strong and vibrant in the Canadian market.

 This strategic reorganization marks a new chapter for Selle Royal Group and H2. It promises enhanced dealer support, greater brand presence, and continued innovation in products and services.

 The H2 team is also excited to announce its presence at the upcoming Sea Otter Classic,where it will support Crankbrothers, fizik and Knog. This presence reinforces H2’s dedication to excellence, community involvement within the cycling industry, and to the new strategic direction.

 About Selle Royal Group and H2

The Selle Royal Group (SRG) is a global company leading the development, production and marketing of saddles, components and accessories to diverse personalities across Cycling. 

Along with the original flagship brand for saddles, Selle Royal, the Group is well-known among cyclists through the brands fizik, Brooks England, Crankbrothers and PEdALED – innovative, premium brands that inspire the world of cycling.

H2, now fully owned by Selle Royal Group, is a prominent distributor in the cycling industry in the USA and Canada, delivering high-quality products to IBD and other accounts. With an unwavering commitment to excellence and innovation, H2 has established itself as a trusted partner in the cycling community.


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