Newly unified entity strengthens commitment to iconic cycling brands in the U.S. market
San Clemente, CA — July 28 2025 — Selle Royal Group is pleased to announce that, as of July 1st, 2025, Highway 2 LLC has officially merged with Selle Royal USA Inc., forming a single legal entity under the name Selle Royal USA.
This milestone marks more than a name change; it represents a strategic step forward in our ongoing mission to support and grow some of the most iconic cycling brands in the world. By bringing together our resources and expertise under one unified identity, we are strengthening alignment with Selle Royal Group’s global vision while enhancing our ability to serve the U.S. market with greater autonomy and agility.
As part of this integration, we are also pleased to introduce our new B2B platform: www.selleroyalusa.com — created to provide our retail and distribution partners with a more streamlined, efficient, and user-friendly experience.
The merger underscores the Group’s continued investment in its U.S. subsidiary, ensuring that Selle Royal USA is positioned to fully embody the spirit of our brands and meet the evolving needs of retailers, partners, and cyclists alike.
As we say farewell to the name Highway 2 — a name that has served us well — we embrace this new chapter as Selle Royal USA: stronger, more integrated, and ready to drive growth and innovation in the years ahead.
