MASER, Italy (BRAIN)—Sidi took over distribution this month in its home market of Italy with the formation of a new company-owned subsidiary, Sidi Italia.
Sidi Italia replaces a longtime distributor in that market.
“It made sense,” Paolo Mion, Sidi’s international sales director, said of the decision. “You’re in Italy, shoes are also produced in Italy. Let’s have everything under one umbrella.”
The change was effective Sept. 1. Sidi has hired a sales director for the country and will staff reps in every region. The new structure gives the company more oversight over the brand, particularly when it comes to controlling grey market sales. Product for Italy is warehoused at the company’s 7-year-old headquarters near Treviso.
Sidi formed Sidi America in 2009 after ending its relationship with Veltec. That process served as an example for Sidi Italia. The company doesn’t plan to go direct in any other markets, Mion said.
—Nicole Formosa
nformosa@bicycleretailer.com
