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Distributor Saddleback partners with Lotto-Soudal's helmet supplier HJC

George Smith
1 Sep 2019

UK cycling company now in position to supply a head-to-toe getup at WorldTour level

Saddleback has announced a new partnership with Korean helmet brand HJC, which will launch with an all new line-up, looking to lead advances in safety, aerodynamics and ventilation.

This venture marks a turn for HJC’s direction, with the company having made a name for itself primarily manufacturing motorcycling helmets since the company's inception in 1971.

However, the recent partnership with professional cycling team Lotto-Soudal highlights its commitment to the sport, and it was its Adwatt helmet that was worn by Victor Campanaerts when the Belgian set a new UCI Hour Record earlier this year.

'HJC has a long history of making quality motorcycle helmets which involved helmet technology, experience in sales, production capability and promotional expertise,’ said HJC sports division director, Mr Choi.

‘However, as HJC is relatively new in the world of bicycle helmets, we needed an experienced partner with expertise in sales and marketing.’

The Korean company joins Saddleback’s expansive portfolio of road cycling and mountain biking brands as the first in the helmet category, meaning the UK company can now supply kit from head to toe for WorldTour teams, as brand director Richard Mardle boasts.

‘Not only does the brand’s innovative design ethos, outstanding quality and exceptional performance fit right in with our portfolio but along with Castelli and Sidi, we can now offer riders a complete WorldTour standard outfit under one roof.’

HJC will be showing its latest helmets – the Ibex 2.0, Furion 2.0, Atara and Adwatt – in the coming days at Eurobike, the international trade fair.

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