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Raleigh and Lapierre Commit to Canada’s Independent Bicycle Dealers

release by Raleigh Canada
May 07, 2013 (OAKVILLE, ON) – Success for today’s independent bicycle dealer (IBD) comes down to one key capability: Being able to offer consumers a remarkable buying experience. The recent announcements from Raleigh Canada and Lapierre North America signal a directional change for the two brands in the Canadian bicycle market.

Going forward, the Canadian IBD will have exclusive access to the legendary Raleigh Bicycles brand as well as the premium European Lapierre road and mountain brand. Surrounding these iconic brands will be top-tier service, strong margins and a flexible and efficient retail partnership model focused on growing the businesses of Canadian IBDs.

The change in focus for Raleigh Canada is substantial and is the result of much investment and restructuring and the addition of new leadership.

On April 1, Raleigh Canada announced the hire of Dave Taylor, who is leading the sales and marketing efforts for Canadian IBD’s going forward. Taylor joins the company from Cervelo, where he built strong relationships with IBD’s in the Canadian market for the past six years.

Two weeks later, the Accell Group NA (AG) Europe’s largest bicycle company and the parent company of both Raleigh and Lapierre, formed a new entity in Accell North America (ANA). The sole focus of ANA is to bring resources to power the proven approach of AG Europe for the North American IBD network, thereby launching a new, multi-brand IBD partnership model.

Taylor is excited at the prospect of bringing two independent, complimentary specialty bicycle brands backed by the resources of ANA to his home market of Canada.

“In the six years I’ve been focused on growing the businesses of Canada’s IBD network, live seen precipitous change in consumer buying habits. IBDls that are not resourced to compete with large retail competitors and online storefronts are extremely challenged,” Taylor said. “At the same time, lBO’s need to offer choice and authenticity in their assortments and often that comes from under-resourced, independent brands. We believe the Raleigh and Lapierre multi-brand IBD opportunity is the best way to deliver loyal customers to lBO’s today in the Canadian market.”

Raleigh Bicycles is a legendary brand in the Canadian market with tremendous potential for specialty shops. Raleigh’s award-winning bicycle assortment is successfully growing consumer categories ofthe event rider, the bicycle commuter and of the active cycling family, respectively, which has resulted in Raleigh becoming the fastest growing brand in the U.S. IBD market. The intention ofthe new direction for Raleigh Canada and Lapierre North America is to achieve the same success for Canadian IBDs.

The newly formed Lapierre North America offers a platform for growth and success to the boutique Lapierre road, mountain and time-trial bicycle collection. Lapierre, founded in 1946 in Dijon, France, offers a high-end, performance driven road, mountain bike and time-trial collection. Lapierre bicycles are highly complimentary to the Raleigh Bicycle collection.

For more information on becoming a Raleigh Canada or Lapierre North America independent bicycle dealer, please contact Dave Taylor: dtaylor@raleigh-canada.ca. More details of Raleigh Canada, Lapierre North America and ANA will be unveiled in June and at DealerCamp in July of this year.

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