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Sidi switches distribution in Denmark because of gray market concerns

Published July 18, 2017

SANTEE, Calif. (BRAIN) — Sidi Sport has hired a new representative in Denmark for its cycling shoes after terminating it previous distributor over gray market violations.

The company has been aggressive in recent years in taking steps to maintain its retail pricing and dealer margins, in part by preventing its regional distributors from selling outside their contracted territories. 

The company has hired Per Bausager as its sole sales representative for Denmark.

"After a 17-year break I am excited to start working with the Sidi family again. Like the other brands I am taking care of, Sidi is a successful and global family business and I think that Sidi goes perfectly together with Wilier Triestina, Castelli and Sportful," Bausager said.

Rosella Signori, who heads Sidi along with her father Dino, said, "We're very excited to welcome Per to the team. He is a former bicycle rider and an industry veteran and is already representing famous Italian brands in Denmark. We're are sure he will do an amazing job for Sidi as well." 

Ciclista-America, Sidi's U.S. distributor, announced the change this week.

"Sidi is 100 percent committed to cracking down on the gray market issues to ensure the success of our incredible dealer network, and are not afraid to 'fire' a relationship that doesn't have the best intentions for the brand. We hold the same standards here in the States and will continue to provide a consistent dealer and customer satisfaction base across #SidiNation," the company said. 


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