GOLDEN, CO (BRAIN) — Yeti Cycles has signed a new Italian distributor, Releven SRL, which took over distribution for the U.S. brand on September 1. Releven replaces DSB.
"It was time for Yeti to go in a different direction. We felt that Releven had the focus and expertise to broaden our reach in Italy,” said Yeti 's international sales manager, John Pentecost. “Releven shares our passion for riding and racing mountain bikes, so they’re a perfect partner going forward.”
Releven, founded in 2004, has focused on the distribution of high-end bikes and products, with the goal of introducing and leading new trends in Italy. The company has been deeply involved with the sport, creating and participating in events from the local scene up to national championships, as well as supporting mountain bike and road teams at all different levels.
Releven sales and marketing manager Romano Favoino said the company is excited about the opportunity with Yeti.
“We are very glad to add such an innovative and historical brand to our portfolio. Yeti Cycles is not only known for their part in the heritage and roots of mountain biking, but also as a company leading the market for premium products and state-of-the-art technology.”