LAKEWOOD, Fla. (BRAIN) — On July 1, the Look Cycle Group will begin direct distribution to U.S. dealers from a facility in Bradenton, Florida.
Hawley-Lambert, which has been the exclusive Look distributor in the U.S., will continue selling Look pedals alongside Look USA. However Hawley will stop selling Look bikes in the U.S. In Canada, Lambert will continue selling Look bikes and pedals.
Corima will continue to be distributed by ARG Sports Inc., out of Montreal; the new U.S. operation will not be selling into Canada with either brand.
Look Cycle International bought a majority interest in Corima in 2016.
"Look and Corima both have a rich history of innovation and design expertise; I'm thrilled to help accelerate these pioneering brands in the United States," said Mike Gann, the vice president of sales and marketing for Look and Corima USA. The Bradenton facility will be the U.S. sales, service, and distribution headquarters for the brands.
Look & Corima USA have enlisted the services of six sales agencies in the U.S., totaling 39 independent sales representatives to represent the two brands, selling into independent bicycle dealers, Gann said.
"We are dedicated to supporting successful IBDs with the highest quality products and improving customer service/aftersales service and support," he said.
He said the company is committed to "pull-based" sales programming, while eliminating pre-seasons and pre-booking commitments.
Look and Corima marketing in the U.S. includes supporting over 100 events in 2018 through a title sponsorship of NRS, the event support and activation program created by Butch Balzano.
Federico Musi, Look Cycle Group's CEO, added, "We are proud to kick off our direct presence in the U.S., a strategic additional milestone in the execution of the development plan for our group. North American IBDs will benefit from an efficient direct distribution model; the product offerings — with the new MTB pedals, the future aero and gravel bikes, along with the implementation of MAP policy — represent solid business opportunities for our retailers."
