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AGU Takes On SRAM in Netherlands

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AMERSFOORT, Netherlands (January 5th) – SRAM Corporation has signed a 5-year agreement with AGU BV for the distribution of SRAM and RockShox after market products in the Netherlands. “After market business for SRAM in the Netherlands has been growing significantly over the last few years. We were no longer able to meet the market demands […]

AMERSFOORT, Netherlands (January 5th) – SRAM Corporation has signed a 5-year agreement with AGU BV for the distribution of SRAM and RockShox after market products in the Netherlands. “After market business for SRAM in the Netherlands has been growing significantly over the last few years. We were no longer able to meet the market demands based on our existing distribution structure. To offer comprehensive service and have readily available stock levels we needed a larger distributor for this market”, says Robert Priest, SRAM global After Market manager. “We had two possibilities: One, we could either provide an opportunity for the current distributors to combine their business (Vertex Cycle Systems and Koch Kleeberg BV), or two, look for a larger distribution partner. Unfortunately the first solution became unfeasible when Koch Kleeberg took the decision to change its business direction, having less focus on its Bicycle Accessories Business”.
Having worked with both companies for many years, it has been a difficult decision for SRAM to look for a new partner. AGU had shown initial interest in previous years in working with SRAM, which lead to this decision. Since service and logistics are a common focus of SRAM and AGU, the process of reaching an agreement came relatively quick.
SRAM and AGU will launch the program towards the retailers and wholesalers at the Amsterdam RAI Fietsvak show in February. AGU will be officially taking over the distribution role on March 1st, 2004. (MH)

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