Pinarello establishes direct to dealer channel in the UK

The now L Catterton-backed Pinarello brand has told CI.N of a strategy to move dealer direct in the UK.

Following the acquisition, Fausto Pinarello said in an interview on these very pages that he “dreams of bringing the company on par with industry leaders” and that ambition’s next stage is now underway with the new route to market.

Having worked alongside Yellow Ltd and associated retailer The Bike Rooms for many years, the Treviso brand will now take direct control with a new management team for the UK and Ireland.

Fausto Pinarello, CEO and Chairman said: “We want to make this investment for our brand. The UK [and Ireland] are very important markets for Pinarello and we look forward to working directly with retailers here. We would also like to thank Phil Griffiths and his team for the incredible work and important support they have given to the brand during last 20 years”.

Phil Griffiths, owner of Yellow Ltd, added: “The UK is a very important and competitive market, and it is understandable that Cicli Pinarello wants to evolve its business model. We thank Cicli Pinarello and send our best wishes for the future. We now look forward to our next chapter with a lot of excitement”.

More information on the new route to market and the team behind it will follow on CI.N in the coming weeks.

Founded in 1952, Pinarello has become a leading premium road bike, accessories, and apparel brand. The company is known for its elegant designs, craftmanship, and racing success, with products for both amateur and professional riders.

In December of 2016 the business confirmed its sale to a U.S. based private equity business with ties to LVMH.

The label has a partnership with Team Sky, recording multiple wins of Grand Tour races, most recently with Geraint Thomas in this year’s Tour de France.