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Lazer appoints Saddleback U.K. distributor

Published January 2, 2013
Offering a Euro helmet helps break the U.S.-helmet 'stranglehold,' Saddleback says.

BRISTOL, England, U.K. (BRAIN) — Lazer has appointed Saddleback Ltd. as exclusive U.K. distributor if its helmets and eyewear, effective Wednesday.

The Lazer product line has been distributed by Bob Elliot & Co. Ltd. since 2009. Lazer said that thanks to the agreement with Bob Elliot, sales have grown significantly in the U.K.

“In order to continue to develop this important market and keep track with our rapid international growth and high-end brand positioning, we felt that it was necessary to change our distribution partner to one with a different focus," said Peter Steenwegen, Lazer's sales director. "Saddleback has an excellent reputation for representing performance brands and for their highly visible marketing strategy. We are confident that this is exactly what Lazer needs if it is to continue its impressive growth within the U.K.”

Offering a European helmet brand will help break the U.S. helmet "stranglehold," said Andy Wigmore, Saddleback's director.

“With Castelli clothing and Bont shoe sales such a strong part of our business, we have wanted to add a premium helmet brand to our high-end offering for some time now. As the helmet category has historically been dominated by two or three U.S. brands it was vitally important that we partnered with a brand that had the technology, vision and World Tour association to break that stranglehold. We are convinced that Lazer is the right brand to do that job.”

Saddleback will have the full helmet line on display at the CoreBike trade show, he said.

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