TREVISO, Italy (BRAIN) — Sidi Sport s.r.l. is has signed Saddleback Ltd. as the exclusive distributor of its cycling products in the United Kingdom and Ireland effective Sept. 1.
"We couldn't be more excited to partner with Saddleback at such an exciting time for both companies. Saddleback came highly recommended to us by a number of high-profile individuals in our industry and we have been impressed with the great representation and support they give to the brands they distribute," said Rosella Signori, head of Sidi Sport. "Saddleback's focus on premium enthusiast brands is the perfect fit for us, and we particularly like the way they are respected in the cycle sport market and feel they will be a great fit for all that our brand stands for."
Richard Mardle, Saddleback's senior brand manager, said: "We are extremely excited to announce our partnership with Sidi Sport. We have been long-term admirers and feel Sidi's products represent tradition and innovation of the highest kind. Their history in sport speaks for itself and continues to be the leading choice of shoe for athletes worldwide.
"We are honored that Sidi see us as the right partner for their brand and feel Sidi is a perfect fit for Saddleback alongside our exclusive performance-led portfolio," Mardle added. "Our plan is to support and elevate the growth of Sidi in the U.K. to become the market leading performance shoe brand."
Sidi's previous U.K. distributor for many years was Big Bear Sports.
