PORT COQUITLAM, British Columbia (BRAIN) — HLC is now the exclusive outside sales agency for Norco Bicycles in the U.S. Norco will continue providing dealers with direct inside sales, customer service, credit and warranty support.
The new sales strategy is also supported by an investment in technology, including an augmented U.S. B2B portal, dealer inventory sync, and click and collect online consumer purchase options.
Norco said it will only leverage HLC's nationwide team of outside sales agents to connect directly with dealers. Additionally, Norco will ship all U.S. dealer orders from their dedicated Utah distribution facility.
Before HLC, Norco used a hybrid outside sales rep strategy of Norco staff and independent sales agents. The U.S distribution had transferred to Norco’s Utah warehouse facility before the sales agency shifted to HLC.
"HLC's outside sales team gives us the exact sales coverage, market expertise and cohesion we've needed, which will make it easier for dealers across the United States to buy our bikes," said Sean Sullivan, CEO of Live to Play Sports, Norco's parent company.
Norco's U.S. product selection will evolve with a range of the brand's models that will be available in-store and online. HLC's sales agency role will be within the U.S. only and have no effect on Norco/LTP's relationships within Canada, nor any other international market.
"Norco has made a really strong impression on the American mountain bike market with truly innovative products," said Patrick McGinnis, HLC North American president and CEO. "The bikes and brand are something truly unique that we're excited to offer to our dealers."
