VICENZA, Italy—The Shimano Europe sales office has teamed up with Dainese to distribute the Italian brand of protective gear.
On Wednesday, Shimano became the exclusive distributor of the Dainese bike collection in Sweden, Norway, Finland, Denmark, France, Poland, the Netherlands, Belgium and Luxembourg.
Shimano sees the partnership as an ideal opportunity to growth the market of mountain bike protection gear in Europe.
“Mountain biking developed itself from two disciplines, downhill and cross country, to a multiple discipline sport that requires specific products for each kind of rider. Body protection is getting more and more important in that perspective and who else than Dainese can fill in that gap best,” said Marc van Rooij, president of the Shimano Europe Bike Holding.
Lino Dainese, founder and president of the Dainese company, added: “Shimano has not only a great product line and brand but also the best distribution network in the bicycle industry in Europe. Working with them guarantees that the leading dealers will sell our products in the future. Both brands lead their markets when it comes to technology, I would say it’s a perfect match.”