CARVER, MN (BRAIN)—Following a six-year absence, Basso Bikes, an Italian road bike brand, is re-entering the U.S. market through a partnership with DNA Imports.
DNA Imports, a new company based out of Minneapolis, Minnesota, is headed by partners John Dyste and Kevin Lennon.
“We’re working on building awareness this year,” said Dyste. “We’ve brought in about 50 frames at this point—all carbon fiber. Basso Bikes’ prestige is recognized throughout the world and we will continue to build brand loyalty by fostering strong retailer relationships.”
Launched in 1974 by Alcide Basso, the company today produces around 13,000 bicycle frames each year. Its product line has shifted from primarily steel and aluminum towards carbon fiber over the past six years. All Basso bikes continue to be manufactured in Vicenza, Italy.
Dyste said DNA will sell the brand exclusively through independent bicycle shops, and is looking to partner with specialty road dealers focusing on Italian brands. In Europe, the brand is well known; its largest markets are the UK, Italy and Germany, Dyste said.
While Basso also makes aluminum and titanium bikes, DNA Imports will offer Basso’s carbon fiber line in the U.S. including the Diamante, Astra, Laguna, Konos and Fast Cross.