Merida and Spanish Macario Llorente Join Forces

MADRID, Spain – Merida and Macario Llorente, one of the biggest distributors in Spain joined forces in a new company called Merida Bikes SWE  S.A. Merida south west Europe will handle the distribution of the Taiwan made bikes in Spain, Portugal, Andorra, and France.
The majority of the shares in  the new company are owned by Merida, but, according to Macario Llorente CEO Miguel Llorente: “It’s quite a balanced partnership.” Next to that also the daily running of Merida Bikes SWE will be handled by Macario Llorente. But, the new company will have a complete separate and independent staff. Javier López, who has been working at the Spanish distributor as Product Manager for brands like GT, Jamis, Syncros, Mavic and Velo, is appointed as General Manager of Merida Bikes SWE. Next month the new facilities of the company will be up and running in Alcalá de Henares (Madrid). The Merida Bikes SWE headquarter will feature 1,500 m² of warehouse and offices. Aim of the new company is to consolidate Merida as one of the leading brands in the Spanish market. Next to that it is to expand the success in Spain and Portugal into the French market.