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Selle Royal Adjusts B2B Market Approach

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POZZOLEONE, Italy – “To maximize our resources and provide a better service to the industry, while the market is facing difficulties and budget revisions, our group responds with a new sales and marketing organization,” says Nicola Rosin, GM of Selle Royal Group.

Selle Royal Adjusts B2B Market Approach
Selle Royal Group’s VP Sales & Marketing for Americ, Gaspare Licata (l.), and Nicolò Mannoni responsible for the European-Asian market. – Photo Selle Royal Group

Selle Royal reports that, “On B2B level, our new strategy is dedicated to strengthen the segmentation between the company’s four brands Selle Royal, fi’zi:k, Brooks and Crankbrothers while using the synergies on a corporate-level. Therefore two positions have been created: VP Sales & Marketing Americas covered by Gaspare Licata, and VP Sales & Marketing Europe and Asia, covered by Nicolò Mannoni. They are responsible for all of the brands in their geographic areas.”

Sports and leisure brand

“In the new structure each of the four Brands Directors will continue to manage their specific marketing and product strategy. They will report to the area VP either according to function or geographically, depending on the specific marketing strategy of that area. Both Europe-Asia and America have a cluster dedicated to the Group’s leisure brands Brooks and Selle Royal; and another cluster focused on sports brands fi’zi:k and Crankbrothers.

Maximizing opportunities

“This new structure will maximize our opportunities across the market, supporting more partners,” explains Mannoni, VP Europe and Asia. “We have had people traveling across the world and spending a lot of time on planes. We need them to be in their markets and be best-placed to understand, learn and implement the strategy for their brands,” added Licata, VP Americas.

No changes in OEM sales organization

Nicola Rosin confirmed that these changes will not affect the OEM sales organization, which is managed by the OE Director Steve Carr.

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