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Descente Aims to Keep Brand Going in U.S.

Published July 26, 2011

LAYTON, UT (BRAIN)—Descente North America is looking to keep the brand alive in the United States despite Veltec Sports—its former North American distributor—going out of business recently.

“Having a presence in the North American cycle market has been a top priority for Descente,” said Nori Higuchi, president of Descente North America. “It is a market with significant potential for our brand and we are committed to investing the time and resources needed to navigate this change in operations.”

Under the terms of the licensing agreement the rights to the Descente Cycle label would return to Descente Ltd. should the licensee cease operating in the United States. Veltec had been the North American distributor for Descente Cycle since January 2008.

Descente Cycle retailers can continue to contact Veltec Sports on business related matters through August 2011. Beginning in September, retailers should contact the offices of Descente North America with any issues.

Headquartered in Osaka, Japan, Descente operates sales and distribution centers around the world. The North American offices are located in Layton, Utah and Richmond, British Columbia.

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