Saddleback has announced the launch of a new direct-to-consumer (D2C) UK-centric website, Sportful.co.uk, taking the Italian brand D2C for the first time in the UK marketplace.
In sharing the news Saddleback points out that Sportful apparel has supported some of the greatest stories in the rich history of cycling with grand tour and monument wins a plenty.
For the brand, it is these historic victories and iconic cycling moments that have cemented Sportful in the fabric of professional cycling.
The preparation which leads up to these moments – delivering technical, fabric and manufacturing, innovation – makes the brand what it is today.
Expanding that evolution and innovation approach, and applying the same mindset to how the brand engages today’s customers, means factoring in the ever-shifting sands of commerce.
This sees Sportful looking to the future, to securing itself in the future as a leading business, and brand, by changing the model by which consumers access and interact with a global brand.
The announcement points out that “moving to a direct-to-consumer model in the UK enables greater agility, making the business more able to adapt to the racing calendar, to changing trends, and consumer needs.”
Further, it “enables Sportful to concentrate on building its community of cycling fans – including riding events and direct interaction with Sportful athletes – all of which helps close the gap between the brand and its bike-riding consumers.”
Aiming at the next generation of superstar cyclists, the brands’ fabrics and manufacturing technical capability are coupled with an updated aesthetic, combined to ensure Sportful Cycling is fit to take on a world influenced by Amazon Prime, TikTok megastars and café racing cake connoisseurs.
Saddleback in 2024
This move to a direct-to-consumer model for Sportful does not reflect any other brands in the Saddleback family as there are no plans to roll this out to the other brands in its portfolio.
For more information about this brand update and the other brands in the Saddleback portfolio, please contact the customer services team via telephone at (+44) 01454 285285 or by email at info@saddeback.co.uk
