Apparel brand Sportful Cycling goes consumer direct

AMENDED: Performance apparel brand Sportful Cycling is now to approach the consumer directly via a new UK centric website, Sportful.co.uk.

In a press statement, the decision to change the model in which consumers can access the decades-old brand was taken amid the “ever-changing landscape of the cycling apparel market”:

“With the ever-changing landscape of the cycling apparel market, Sportful looks to re-establish its place amongst the cycling elite by switching to a direct to consumer model with the launch of Sportful.co.uk. This move allows the flexibility to re-position the brand within this ever competitive segment of the market.”

Saddleback picked up distribution duties for Sportful four years ago, and the brand recently announced it would provide all the technical clothing for BORA – hansgrohe from 2024.

To support people in the industry who want to still wear Sportful product, Saddleback will operate an Industry Discount Programme available which can be applied to via the sportful.co.uk website.

For more information about this brand update, Saddleback can be reached via telephone (+44) 01454 285285 or by email info@saddeback.co.uk