Lake Cycling begins direct distribution in North America


SAN DIEGO (BRAIN) — Lake Cycling International BV will distribute its products directly in North America, ending its relationship with Stage Race Distribution from Toronto, Lake announced Monday.

Brett Lindstrom, who has been the brand’s sales director since 2012, formed Lake Cycling LLC in July.  The new entity will act as the North American distribution arm for Lake Cycling International BV, which is based in Eindhoven, Netherlands. A North American sales meeting was held this summer in Southern California as an official launch, with existing and new sales representatives attending. Lake Cycling will host a booth at Interbike in Las Vegas in September.

Stage Race Distribution has been Lake’s North American distributor for the past three years.

“It was a decision we took to better serve our current and future customers of Lake,” said Bob Maas, the CEO of Lake Cycling. “Investing in the North American market will ensure more product availability and better lead times to our customers.”

Lindstrom said, “Lake Cycling Shoes was originally founded in Evanston, Ill., in 1982 and has been a staple in the cycling market as a quality cycling shoe option. I want to make Lake Cycling Shoes a household name again.” 

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