Basso and Lee Cougan – Dealer Direct Program for the US Market
Stardue Group, the holding company of Basso and Lee Cougan, has announced a dealer direct program for the US market.
Stardue Group is a family-owned and managed business based in the north of Italy. All bicycles are hand made in Italy. From design and engineering to production and assembly, the entire process is controlled by the company.
The company is committed to supporting independent bicycle dealers across the United States and all consumer sales will be driven toward the independent dealer network. Dealers will be serviced by a network of independent sales reps and will have access to the complete Basso and Lee Cougan product range. Direct access to the B2B order system as well as credit facilities for approved dealers is in place. Dealer margins are in line with industry standards, as are MSRPs, and discounting is strongly discouraged.
A marketing framework has been drafted to create brand awareness and assist dealers in promoting and selling the brands. Media agencies and content creators will publish ongoing content in the US market in support of the marketing framework.
Alessandro Basso, CEO of Stardue Group said “The dealer direct route to market underlines our commitment to US dealers and consumers. This allows us to deliver the best riding experience through our products to dealers and consumers at competitive price points with sustainable margins for dealers. Our commitment is further underscored by the appointment of a country manager based in the United States and a sales team of independent reps to
service dealers.”
Leonardo Basso, Marketing Director of Stardue Group said “Our commitment to the US market extends beyond the distribution of product. A comprehensive marketing campaign has been drafted that will create awareness in the US market amongst consumers and support dealers with opportunities to engage consumers and achieve sales objectives. In addition, we offer support by working with dealers on specific initiatives and opportunities that may exist in regional markets.”
Retail Radio will feature an interview with Alessandro Basso in February focusing on the brand heritage, the US Market, and, dealer support and education in the United States.
Dealers wishing to participate in the dealer direct program can contact Craig Steyn, the country manager for Stardue Group, at craig.steyn@stardue.it
Limited independent sales representation opportunities are available for the brands. Independent sales reps can contact craig.steyn@stardue.it for more details.
Listen In: Family Business with Basso Bikes & Lee Cougan CEO Alessandro Basso
Websites:
www.bassobikes.com
www.leecougan.com
www.soudal-leecougan.com/