Saddleback picks up Sportful distribution

Saddleback has added to the roster of high-end Italian labels in its portfolio, announcing a new deal with Sportful.

The World-Tour famous label has been adorned to countless pro teams, including Trek-Segafredo, Bahrain-Merida and Tinkoff. Today, the World Tour connection continues with Bora-Hansgrohe and the team’s sensational frontman Peter Sagan.

For the summer 2020 collection, Saddleback will continue to support the current retail base, along with Bora-Hansgrohe and The Sagan collection, whilst launching in full for autumn-winter 2020 later this year. The distributor will also be offering a Sportful custom program for shops, teams, clubs and events.

“We’re thrilled to bring Sportful into the Saddleback family and to riders across the UK and beyond,” says Saddleback’s brand director, Richard Mardle. “With our proven record of growing both road and mountain bike apparel brands, as well as our history with Italian companies in particular, Sportful is a perfect fit for us.

“The brand’s rider-focused approach makes Sportful unique in terms of how its products resonate with cyclists. It’s a historic brand but one that’s also incredibly passionate about evolving as riders do, innovating in a new wave of cycling categories such as gravel, long-haul adventures and riding for pure fun as well as race performance.

“As a team, we’re looking forward to the challenge of growing the brand organically and mirroring Sportful’s focus on the rider as we engage with a new cycling audience.”

Founded in 1946 as a ski wear label, Sportful is now run by founder Giordano Cremonese’s children, Alberto, Alessio, Dario and Gioia, who still rely on members of staff who’ve been there for over 40 years. It wasn’t until 1985 that the business produced its first cycling garment, drawing on its experience from the performance fabrics business.

Sportful’s BodyFit Pro lines focus on bringing the same race-winning technology employed by Sagan to any rider who wants exactly the same advantages. While professional riders are key to research and development of new and updated performance lines, there’s more to the Sportful range than pure road racing garments. The brand was one of the first cycling apparel marques to truly embrace gravel riding with its Dirty Roads ranges, while its innovative Monocrom jersey is made in one colour, treated with a resin and then dyed in a new colour, resulting a garment that is literally unique every single time.

To enquire about stock contact National Sales Manager Anthony Evans on 07917 462221, or email here. Alternatively, George Wise is also on hand to help on 07827928476.

The deal with Sportful comes on the back of a busy year of brand additions for the distributor, which added HJC Helmets, Moots and Wolftooth in 2019.