Brand parts with Yellow with effect from August

UPDATED: Apparel firm Assos to open UK distribution office this summer

From August 1st, 2015, ASSOS of Switzerland will begin its own distribution in the UK, supplying ASSOS products directly to selected UK retailers. The move means ASSOS will part with distributor Yellow on that date.

Until then Yellow will continue as ASSOS’ exclusive distributor supplying dealers with ASSOS products.

“Changing distribution is always difficult and we are very grateful for the enormous work and dedication that Yellow Ltd and its owner Phil Griffiths have put into distributing ASSOS in the UK for over 30 years," said Peter Hammerschmidt, International Sales Director at ASSOS.

"As a matter of a fact, the very first Lycra cycling shorts in the UK were a mod. ASSOS brought in personally by Mr. Griffiths back when he was racing. We have now mutually agreed to start our own distribution in order to further streamline and improve ASSOS sales service in this strongly developed market.”

Richard Todd, ASSOS SBO UK Sales & Marketing Director, added: “This is an exciting time for ASSOS. The brand has a rich history of innovation and product development, many of which are now industry standards. ASSOS was the very first company to use Lycra as a material to manufacture cycling shorts back in 1976.

"Almost 40 years on, we are excited to be able to open our own small but focused ASSOS Sales and Brand Office to strengthen our mission, not only to provide a superior performing product, but also a superior dealer service and brand management.”

The team at ASSOS SBO UK will now start to contact and visit selected dealers. In mid-June they will invite them to their new central London collection room to officially register as exclusive ASSOS dealers.

For further information about these changes or becoming a retail partner, ASSOS SBO UK can be contacted by telephone at 0203 2862225 or via email:

UPDATE: Yellow have handed BikeBiz their comment on the parting. Their statement reads:

Yellow was Assos’ first regional distributor 30 years ago and since then has helped to grow the brand to be the market leader it is today in the UK and worldwide.

Company founders Toni Maier of Assos and Phil Griffiths of Yellow remain close personal friends and the Griffiths-Maier relationship continues through Assos’ Official Factory Outlet which Yellow continues to operate, retailing end of line items to over 90 countries worldwide.

In addition, the Griffiths family operates a series of Assos proShops within its retail chain The Bike Rooms, with a flagship store due to open on Regent Street St James’s in London this June.

Phil Griffiths, owner of Yellow Limited, said: “We take great satisfaction from the position that we hand over distribution. In an increasingly competitive market it is understandable that Assos needs to evolve its business model to be able to continue its huge R&D investment to remain ahead of the curve.

"Assos has been and remains a significant part of our lives. We thank them and send Assos and owners the Maier family our best wishes in all future endeavors. We now look forward to our next chapter with great anticipation and excitement.”

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