Saddleback signs Lazer distribution deal

Lazer has appointed Saddleback its exclusive distributor for the UK cycling market in a deal effective as of today.

Saddleback will now have the full helmet line on display at the CoreBike trade show, along with representatives from Lazer, with stock expected in the warehouse by the same time

“Saddleback has an excellent reputation for representing performance brands and for their highly visible marketing strategy. We are confident that this is exactly what Lazer needs if it is to continue its impressive growth within the UK,” said Peter Steenwegen, sales director for Lazer.

Andy Wigmore, Director of Saddleback added: “With Castelli clothing and Bont shoe sales such a strong part of our business we have wanted to add a premium helmet brand to our high-end offering for some time now. As the helmet category has historically been dominated by two or three US brands it was vitally important that we partnered with a brand that had the technology, vision and World Tour association to break that stranglehold. We are convinced that Lazer is the right brand to do that job.”

“With Lazer’s already established dominance in other English speaking markets, we are sure that with our proven sales and marketing approach Lazer will soon be a large part of Saddleback’s business, and make up a good share of the performance helmets sold here in the UK.”

Stock is available to order now and the distributor is contactable on 01454 285 285.