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Velo Pushes Aftermarket Business

Published July 26, 2010

MUNICH, Germany (BRAIN)—The largest player in the OEM saddle market is now turning its attention to the aftermarket.

Velo will announce a new advertising and dealer campaign to support an aggressive push into the aftermarket at Eurobike, but provided a preview of its plans at last week’s Bike Expo in Munich.

The Taichung, Taiwan-based manufacturer has hired German public relations firm ITMS marketing to head up the project, which includes a revamped Web site directed to consumers instead of the trade, new product slogans and advertisements, dealer newsletters and POS displays.

The aftermarket lines include Velo’s Plush and Senso saddle groups as well as its Attune grips and Wrap grip tape.

Plush is a line of comfort saddles targeted at the entry-level rider and Senso is Velo’s mid-range performance line.

Although the products have already been sold aftermarket for two years, Velo has never promoted their sales or specifically supported dealers or distributors who carry the lines.

Velo’s Ann Chen said they recently decided to change this relaxed approach due to the number of consumers contacting Velo’s headquarters looking for product after seeing the Velo name on other saddle brands.

Velo manufactured 15 million saddles in 2009 in its four factories located in Taiwan and China, and reported revenue of $49 million. The company was founded by Stella Yu in 1979.

—Nicole Formosa
nformosa@bicycleretailer.com

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