A version of this article ran in the June issue of Bicycle Retailer & Industry News.
MONTEREY, Calif. (BRAIN) — SwissStop, which built its reputation providing special rim brake pads for carbon rims, is taking a fresh approach to the U.S. market as Canada-based distributor Helvetia Sports Ltd. takes over from previous distributors, which included QBP and HLC. HLC remains a SwissStop distributor in Canada and QBP is continuing to sell old stock, but from now on, Helvetia Sports is the exclusive U.S. distributor.
SwissStop is a brand owned by Borflex Rex SA, a Swiss manufacturer of industrial products including rubber and thermoplastics. The company continues to manufacture its brake pads, for rims and discs, in-house in Mendrisio, in the Italian-speaking region of Switzerland, not far from Assos’ home base.
Before disc brakes took over the market, SwissStop was the recommended brand and OE supplier to many of the top carbon and alloy wheel brands, and also sponsored and supplied several pro teams. Many brands still recommend its pads for rim-brake use.
SwissStop also expanded into supplying disc brake pads and rotors. At the Sea Otter Classic, the company launched a new product, Disc Brake Power Clean Wipes, which clean disc rotors as an alternative to aerosol sprays. The packs of 10 wipes are easier to ship and to carry on rides; they also eliminate concerns about aerosol overspray damaging paint or seals, the company says.
Helvetia Sports is based in Peterborough, Ontario. The distributor helped launch SwissStop in North America in the early 2000s and was the exclusive distributor for about a decade before the brand added QBP and HLC. Company founder Steve Marett said that as it resumes exclusive distribution in the U.S., Helvetia has set up a new B2B website for dealers at b2b.helvetiasports.com. The company is shipping to U.S. dealers from a 3PL warehouse in Brighton, Colorado, he said.
