Saddle specialist Selle Anatomica has announced a new distribution strategy for 2015. Effective from 1 February 2015, the company’s saddles will be available for US wholesale to independent bike shops directly from Selle Anatomica as well as through distributor Quality Bicycle Products (QBP).
Two channel availability
Additionally, Selle Anatomica saddles will be available for purchase to consumers through two channels only: selleanatomica.com and independent bike shops. The company notes that ‘Only resellers with a physical storefront presence will be allowed to sell the saddles.’
Strengthened MAP policy
An updated Minimum Advertised Price (MAP) policy from Selle Anatomica will prohibit advertising below MSRP and web only retailers will no longer be allowed to resell the saddles.
“We believe that our end-users deserve the best experience and support possible when purchasing our saddles,” said Ryan Hosmer, Global Director of Retail Distribution at Selle Anatomica. “We think IBDs and our own retail channel are the best ways to provide that experience.”
“IBD’s are at the core of our business,” added Fred Gonzales, Global Director of Wholesale Distribution. “When you invest in one of our products, you deserve the best support possible just as we want to support dealers who invest in us. You can’t get that through a third party discount website.”
Selle Anatomica was founded in 2007 by ultra-cyclist Tom Milton after years of studying and testing nearly every saddle on the market. He found that saddle pressure on the sit bones while pedalling could be eliminated by cutting a unique slot in the centre that allowed each side of the body to move independently, while still providing support.
He patented the slot shape and created Selle Anatomica to provide ‘unheard of comfort to cyclists across the globe. Tom passed away while cycling in 2010 and the company is now family owned and operated.’
