Santini Cycling announces its direct entry into Belgium, the Netherlands and Luxembourg, appointing Dennis Jansen as Country Manager for the Benelux region — a further step in the international expansion strategy already established in France, Spain, Germany, the UK and the US.
Santini Cycling announces the launch of direct distribution across Belgium, the Netherlands and Luxembourg, entrusting the management of the region to Dennis Jansen as Country Manager for Benelux. In this role, Dennis will personally oversee both the retail collections and the custom division, dedicated to creating customized technical kits for local cycling teams and clubs.
This move marks a further step in the international market expansion strategy already successfully implemented in France, Spain, Germany, the United Kingdom and the United States. Bringing distribution in-house allows Santini to ensure closer territory management, stronger relationships with selected retailers and a more effective representation of the full product range.
“The Benelux is a strategic market for us, with a deep cycling culture and an audience that is extremely attentive to quality and innovation,” said Monica Santini, CEO of Santini Cycling. “We are confident that direct management, led by an experienced figure like Dennis who is well rooted in the territory, is the right choice to best represent the brand and build solid relationships with our commercial partners.”
“I am thrilled to bring Santini closer to the Benelux market,” added Dennis Jansen, Benelux Country Manager. “This is a region I know well, where cycling is part of everyday culture. I look forward to working with local dealers to showcase the quality and innovation that Santini brings to every product.”
Dennis Jansen will begin contacting and visiting selected dealers in the coming weeks to present the full Santini offering and explore partnership opportunities.
For further information or to become a retail partner, please contact Dennis Jansen at Dennis.jansen@santinisms.be
