Cipollini visits shops as he looks to expand brand's US presence

HUNTINGTON BEACH, Calif. (BRAIN) – "Super Mario" is looking to grow his brand's presence in the U.S. market. The former Italian racer Mario Cipollini completed a tour of California shops last week. Joseph Roth, president of Speed Brands, which distributes Mario's namesake Italian-made bikes in the U.S. and Mexico, said Cipollini will return in a few months for tours of shops in Arizona and Texas.

Among the stores Cipollini made appearances during "meet and greets" last week were Velo Pasadena in Pasadena; Outspoken Bike in Huntington Beach; and Serious Cycling in Northridge. Cipollini bikes are sold through some 20 U.S. shops, and Roth said the goal is to grow that number.

"The purpose with the tour is to have closer relationships with our dealers and customers and to show them our brand. We're 100 percent made in Italy," Roth said. "We want to build the brand."

Roth formed Speed Brands about a year and a half ago. The distributor has an office in Miami and also distributes DMT shoes. Roth is in discussions to pick up a wheel brand. All of the products are shipped from a warehouse in Miami.

Roth is quick to point out that Cipollini, the brand, has the resources and backing of its parent company, Diamant, which owns several factories in Italy and manufactures DMT shoes and apparel for other brands.

Speed Brands is offering U.S. dealers six models — four road, one triathlon and one track model. The new Nuke, available in time trial and track bike models, was launched at the Interbike and Eurobike tradeshows. It features Cipollini's Atomlink system, a patented rear stay design that attaches the chainstays to the monocoque front triangle by bonding them around the bottom bracket.

While he offers completes, Roth said most Cipollini sales are of framesets, which start at $4,400. He says Cipollini allows consumers to customize frame colors. But hallmarks of all of Cipollini frames are their beefy bottom brackets and integrated seatposts, he said. "Everything we do, our bikes are 100 percent made in Italy. Everything."