Looking to expand its North American business, Spain's Rotor Bike Components has opened a U.S. brand management office and will launch a new multichannel distribution model stateside.
The new Boulder office will initially be staffed solely by eight-year Rotor veteran Philip Lucas, who has previously served as global market development and sales manager, among other roles with the Spanish component brand. In his new position, Lucas will oversee Rotor's public relations, advertising, retail marketing, trade show presence and other promotional activities.
"I'm looking forward to collaborating with our distributors to achieve Rotor's full potential, building on the quality of work done by our distributor up to today."
Rotor had been distributed in the U.S. exclusively through Rotor Components LLC, a company in Colorado Springs independent of the Rotor brand. The relationship with the distributor continues.?
But by the time the Interbike expo arrives in September, the brand will also be distributed by Quality Bicycle Products and Giant USA as Rotor seeks to increase its U.S. market share.
"Just like you wouldn't have a single distributor for all of Europe, so it is too in the U.S.," Lucas said.
