You are here

Selle Italia forms NA subsidiary

Published March 7, 2023

BOISE, Idaho (BRAIN) — Selle Italia will form its own North American subsidiary here and hired Justin Harvey to manage it. Current distributor Lucidity Business Development will end its relationship with the saddle brand March 15.

In addition to Selle Italia, Harvey will manage San Marco and idmatch.

"As a lifelong cyclist, I have always appreciated the comfort and innovation Selle Italia has brought to the market," Harvey said. "The history, craftsmanship and style in these saddles are world class, and I am excited to be leading the three brands, under the Selle Italia umbrella. My experience at Swix, Tecnica, and Levi's has prepared me to drive the sales and marketing for these brands in this important region. I look forward to working with our retail partners as we start this new phase of growth."

Currently, only Selle Italia and idmatch are available in North America. Selle San Marco was a prominent brand in North America in the 1980s and 1990s with its flagship Rolls saddle. The brand will make its return this year.

"There are so many opportunities for our brands to flourish in the North American markets," said Andrea Buzzavo, Selle Italia's general manager. "I have worked with Justin in the past, and I know he will help drive sales and exposure for our brands while creating long and lasting partnerships with dealers and distributors."

Lucidity will focus on growing its other brands: Troxus, Northwave, Classified, Ridley, and e11even.

"We've enjoyed a great partnership with Selle Italia over the years, more than doubling sales in the last four years," said Lucidity owner Richard Wittenberg. "Selle is a great brand, and we wish them well."

Supporting the launch of the new subsidiary in North America are digital marketing firm aerobiiic and marketing/PR agency BrickPR.

Join the Conversation