Spanish bicycle and triathlon firm Orbea has confirmed the addition of Herwig Reus to its team. The company pointed out that this addition is part of Orbea’s strategic commitment to strengthen its presence in the northern European and Italian markets.
Herwig Reus has worked in the sporting goods industry for almost 20 years, holding positions of responsibility in top international companies, such as: Adidas, Salewa, Derby Cycle (where he was Marketing Director for brands such as Focus, Kalkhoff and Raleigh).
Orbea adds that it already has ‘products with recognized prestige in these countries, such as the Rallon, Occam, Orca and Ordu models, which have received excellent reviews in the media.’
The company continued, ‘With Herwig’s arrival at Orbea, we want to take another step forward in these markets, providing support for our sales network and boosting product-oriented marketing. In addition, thanks to his vast knowledge of the sector, Herwig will help us be even closer to our users and the media in these countries.’
“I can’t wait to help to contribute with my experience at Orbea, one of the brands with the oldest traditions in the world,” Reus said. “Throughout its 175 years, Orbea has become an important global player, present in 54 countries and with an enormous legacy. This legacy alone places a lot of responsibility on my shoulders, but at the same time, it energizes me to work for this brand.”
The company concluded that ‘Orbea extends a warm welcome to Herwig, and we are sure that his work, together with the support of the rest of the company, will improve our position in such important markets.’
Orbea is part of the Mondragón Cooperative Corporation and is Spain’s largest bicycle operator. Orbea bike frames are manufactured in Asia and finished in Spain – with the brand shipped worldwide.
In 2011, Orbea further cemented its relationship with Orca – the wetsuit and apparel tri brand. Heralding from New Zealand, Orca is part of the Orbea family – with Orbea and Orca reaching an agreement in 2011 for Spanish Orbea to acquire Orca’s ‘operation rights in the triathlon and compression area.’ This deal gave Orbea global rights to the Orca brand, following ‘four years of fruitful relations’ between the two companies.
