ARGENBUEHL, Germany (BRAIN)—Crankbrothers’ founding partner Andrew Herrick will call Europe home following Eurobike. Herrick will work with the Selle Royal family of brands out of Selle Royal’s office in Vicenza, Italy. Selle Royal and Crankbrothers merged in February.
“It was all part of the merger,” Herrick said of his move.
Herrick plans to commute between Selle Royal’s Italian headquarters and Crankbrothers’ office in Laguna Beach, California. He will spend at least half his time in the United States. But he will establish his primary residence with his wife and daughters in Asolo, Italy, where Lennard Zinn once lived.
Massimo Losio, managing director of Selle Royal, asked Herrick if he would consider moving to Italy to work with all of the brands. Herrick will oversee Selle Royal’s group of cycling brands, which include Crankbrothers, fi’zi:k, Brooks and Selle Royal.
Herrick said his move is part of a specific strategy to consolidate product design for the multiple brands. Herrick said he also would strive to globalize the brands.
“Part of the plan is for more design to be done for the whole group at Crankbrothers,” Herrick said.