Easton-Bell Sports has appointed Zyro Limited (Yorkshire, UK) as its exclusive UK distributor for the companys Giro, Bell, Blackburn, and Easton Cycling brands. Zyro, the largest privately owned cycling parts and accessories distributor in the UK and Ireland, will oversee local distribution and sales growth for Easton-Bell Sports branded sports equipment, protective products, and related accessories.
With the move to Zyro our brands will be more focused on independent retailers, with dedicated sales staff, technical representatives and a fresh approach to the business, said Terry G. Lee, Executive Chairman and CEO of Easton-Bell Sports. Having a strategic partner like Zyro that clearly understands how to support our growth plans will be a major asset to our business and the customers we serve. Zyro will manage all channels including independents, multiples and online retailers. All those customers can also benefit from Zyros high level of service and availability as well as the brand and retailer support they are already well known for.
Easton-Bell Sports distribution duties will be handled by Zyro beginning July 1, 2013 the end of the 2013 model year. Zyro will focus on independent/speciality cycling retailers, as well as all other routes to market. As part of the new agreement, Zyro will become the exclusive UK distributor of Giro cycling, Easton Cycling wheels and components, Bell helmets, and Blackburn bike accessories.
The Giro, Easton Cycling, Bell and Blackburn brands are known for innovation and have tremendous growth potential in the UK, said Simon Ellison, Director & Owner of Zyro. We know our customers will be delighted these premium brands will be available from Zyro, enabling them to benefit from our first class service & support. We were also delighted to be chosen to be the new Easton-Bell Sports partner in the UK & Ireland. We look forward to taking these brands to new heights, and as part of our commitment, we will create a dedicated sales and brand management team to focus on Easton-Bell Sports brands, providing a higher level of service to customers, while also investing in marketing and technical support to our retailers.