Veltec Sports of Boulder, Colorado will no longer be the exclusive distributor of the Sidi shoes in the United States. The breakup comes from Veltec’s growing relationship with Lake Cycling. Veltec offers a conglomerate of products for local bike shops and online retailers.
Sidi Sport is the maker of the strongest and fastest-growing cycling shoe brand sold in North America. Sidi makes the well-renowned Ergo 2 shoe and the Dragon 2 mountain bike shoe. Earlier this year Veltec and Sidi announced a price cut in some of its shoe models to offsetthe difference between the Euro and the dollar.
After 2010 Sidi will self-distribute its shoes and apparel in the United States and Canada. Veltec will distribute for the remainder of 2009 and 2010 but will not beyond next model year.
Veltec started distributing Sidi more than 20 years ago and has grown U.S. sales of the line from 10,000 pairs of shoes to more than 100,000 pairs last year. But Sidi has taken offense to Veltec’s growing ownership in Lake Cycling citing a conflict of interest and is parting ways with its longtime North American partner.
Sidi is the strongest brand in their stable, so you have to wonder why a partner like Veltec would bother with a less-popular product like Lake Cycling.
Over the past three years Veltec has purchased Shebeest cycling apparel and bought Descente’s cycling license as part of a long-term strategy to own more brands it distributes.
Veltec says it plans to make the transition for Sidi dealers as seamless as possible.