ASOLO, Italy (BRAIN) — Selle Italia has hired business development firm Lucidity to help it expand in the U.S. market. The Italian saddle brand is opening a warehouse, and sales and marketing office in Carlsbad, California.
Vittoria North America and other distributors will continue to sell its saddles. Selle Italia North America will have inventory available to support these distributors as well as shops who choose to work directly with Selle Italia. Selle Italia said the goal is to make it as easy as possible for dealers to buy and Selle Italia product.
Selle Italia owner Giuseppe Bigolin said, “When we started in this business, there was no television, no internet. We relied on distributors to buy and sell our products in their countries. What we did in Europe had no impact on the United States. The internet has changed that. Every person in every country knows what other countries are doing. In order to sustain the brand equity, and most importantly to respect the brand message, we must work more closely with all our partners in the sales chain. Lucidity will help us do this as well as drive marketing, social media, after sales service, community engagement and PR.”
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