David Millar’s CHPT3 clothing brand to be taken to the American market by Lucidity

CHPT3, the cycle clothing brand founded by British former pro David Millar, has inked a new exclusive joint venture with Carlsbad-based business development group Lucidity, distributor of Factor Bikes.

Lucidity’s Nate King becomes Americas brand manager and Jay Thomas will handle retail accounts as US sales manager.

The collaborative CHPT3/Castelli range, Factor special-edition bikes, and full range of CHPT3’s recently-released casuals are all part of the new deal, with the move coming alongside an evolved brand directive, said a company statement.

Millar said: “CHPT3 is still young and growing, and with growth comes change. Our innovative approach has been recognised by industry leaders like Castelli, Factor, Brooks and Brompton, all of whom have become long-term partners.

“As we look to grow, working with partners like Lucidity, Jay, and Nate will make sure we form the retail relationships that align with CHPT3.”

Lucidity president Richard Wittenberg said: “We’re honoured to be working with David and company on CHPT3. Lucidity was founded to help younger businesses – like CHPT3 – source senior experienced leadership in developing the US market. ”

Castelli USA commercial director Brad Gebhard has handed over the reigns of the apparel side of CHPT3, and he said: “We’re pleased to be working with new partners who have experience honing the selective approach the brand deserves in the US.”

King, formerly brand manager at Marin County bike shop Above Category, said: “Too many brands hem themselves into a purely-wholesale mindset while totally ignoring the consumer, or are hedged into a global customer-facing brand position that glosses over the intricacies of community-based independent retail.

“CHPT3 can bridge the gap between both, with locally-focused education, content, and marketing. The product side of the business is remarkable, offering industry partners a laboratory for the cutting-edge, joined to the quintessential CHPT3 aesthetic.”

He concluded: “Marrying it with a solid sales and marketing strategy presents an incredible opportunity.”

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