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Sugoi Sets Up in New Headquarters

Published April 26, 2010

BURNABY, B.C. (BRAIN)—Sugoi has moved into a new 70,000 square foot office outside Vancouver, British Columbia, that’s designed to accommodate the company’s planned growth in its custom apparel business.

The new headquarters is a substantial upgrade from the old bowling alley that Sugoi called home for the past 15 years, said Scott Parr, vice president of sales for Sugoi.

“It sounds cool and quaint and it was kind of fun for a while, but it was never meant to be a long-term plan for the company,” Parr said.

The new facility combines Sugoi’s offices and its Canadian warehouse. Plans for the upgrade were put into place in 2008 after Dorel Industries purchased the company and tapped Sugoi to serve as the headquarters for its apparel and footwear group.

Along with the move, Dorel also invested in new hardware to support Sugoi’s growing custom apparel business including new digital equipment and sublimation machines to replace three aging screen printing presses.

“Virtually all of the equipment used to produce all of the custom apparel is brand new,” Parr said.

Sugoi produces custom apparel under its brand, as well as for Cannondale, which is also owned by Dorel. In the future, it will take on production for Dorel brands Schwinn, GT, Mongoose and Iron Horse, said Aimee Taylor, Sugoi’s communications and marketing manager.

Dorel executives have said they’re aiming to triple Sugoi’s custom apparel business in the next five years.

Sugoi also recently filled out its executive team, bringing on Katherine Koyko as director of marketing. Chris Fuentes was hired as the new president last fall, replacing Stan Mavis.

Sugoi will hold a grand opening for local media and industry colleagues at the new offices on May 12.

For a broader look at the growing custom apparel business, and how all the players fit into the picture, read the May 15 issue of Bicycle Retailer and Industry News.

—Nicole Formosa

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