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Sidi's US motorsports distributor to take over its cycling business

Published November 25, 2013

MARINA, CA (BRAIN) — Sidi America, the Italian shoe brand's subsidiary and sales agent since 2009, is shutting down as Sidi’s motorsports distributor, Motonation, takes over sales and distribution of cycling products. Motonation has set up a new bicycle-specific division called Ciclista America; the change will be effective Dec. 1.

"Sales, logistics and distribution must be in the hands of a team Sidi can trust and have confidence in, and this is the team that Motonation's president Bill Berroth has and will put together at Ciclista America," said company founder and president Dino Signori.

The Italian company, SidiSport, S.r.l., said the transition will be smooth for U.S. dealers, as Ciclista America will honor all dealer programs, orders and commitments made with Sidi America. And Ciclista is continuing to work with Sidi America’s third-party logistics provider.

The company said “many” Sidi America employees and all of its independent sales reps will go to work for Ciclista. For example, Sidi America’s national sales manager Matthew Ryan will transfer to Ciclista America.

“I know this is a great new home for the Sidi cycling distribution in the USA,” Ryan said. “Motonation has a proven track record with Sidi and its president, Bill Berroth, has a long term and strong relationship with the Signori family,” he said.

David Merten will be joining Ciclista America as lead sales associate. Merten’s background includes positions at Speedplay, Orange Mountain Bikes and Answer-Manitou.

Berroth will serve as president of Ciclista America as well as Motonation.

“I would like to take this opportunity to publicly thank Dino and Rosella Signori and all of the Sidi Sport team for this opportunity. It is a great honor to expand our Sidi relationship and take on the Sidi bicycle shoe distribution along with Sidi’s motorcycle boot distribution in the USA," Berroth said. 

“I say this with more pride and determination to succeed than I can put into words. Ciclista America will enter the market with a more aggressive marketing push than Sidi has ever seen in the USA so the public and our competitors can see and feel what we at Sidi know to be true; Sidi is the finest shoe in the world. With the excellent Sidi sales reps already in place and the key staff from Sidi America joining Ciclista America the market will begin to see and feel this message as 2014 begins.”

Sidi ended its long-term relationship with distributor Veltec Sports in 2009 and began distribution through its subsidiary that year.

 

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