SRAM Changes European After-Market Distribution

AMERSFOORT, the Netherlands – To meet the growing demand for all its products, SRAM Europe has changed its After-Market distribution strategy in the Netherlands, Belgium, Germany and Austria. “Despite this new strategy SRAM will continue to work with our valued partner AGU who had been our distributor in the Netherlands since a few years”, said Ian Young, SRAM’s European After-Market Manager.

From the end of March three Accell Group’s subsidiaries, Juncker Bike Parts in the Netherlands, Brasseur in Belgium and Wiener Bike Parts for the German and Austrian markets, will be added on SRAM’s list of distribution partners. They will all include the complete portfolio of the brands Avid, Rockshox, Truvativ and SRAM in their program. Only the Zipp wheels are excluded.

SRAM has decided to widen the distribution to facilitate its expansion, especially on the After-Market. Earlier SRAM already increased its service level to the Dutch dealers with the start of the DSD as direct service facility from their European head office in Amersfoort, the Netherlands.

It is unclear if SRAM’s change in distribution strategy remains limited to Netherlands, Belgium, Germany and Austria as a new strategy for the Nordic countries (Denmark, Norway, Sweden and Finland) is still being discussed.