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Loaded Precision Picks Up First Distributor

Published November 16, 2011

SAN DIEGO, CA (BRAIN)—Accessing Loaded Precision Products’ colorful component line just got easier. The line is now available through BTI, the company’s first distribution partner.

“When we launched the brand in the U.S. four years ago we worked to build the product up through authorized dealers and held off finding a distributor,” said Anthony Thomas, Loaded Precision’s brand manager. “Now that we have a growing dealer base it makes sense to expand beyond our dealer-direct model so dealers can get parts where it works for them.”

The company still sells dealer direct.

Most Loaded components are offered in three build levels: X-lite are cross-country, AmXc are trail bike and AmX are downhill/freeride spec components. And nearly all components are available in seven colors, even spokes.

“For a relative newcomer to the industry, Loaded has covered all the bases—from a diverse selection of high-quality machined products at competitive prices to a strong marketing approach and a reliable supply chain,” said Preston Martin, BTI’s vice president.

Loaded builds custom wheels in its San Diego facility from its hubs and variety of rim offerings to carry a color theme all the way through.

“For shops doing custom builds we offer a full line of components, so if a customer wants a color match or theme on a build, we are probably the only one that can offer everything they need,” Thomas said.

The distribution deal frees up a little of the company’s time, which Thomas hopes to spend at races and events and growing its marketing effort.

—Matt Wiebe
mwiebe@bicycleretailer.com

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