Selle Italia Saddles

CASE STUDY

SELLE ITALIA SADDLES

THE CHALLENGE

Selle Italia, a venerable Italian manufacturer of bicycle saddles, suffered a significant loss of its North American market share over a five-year period. While its products remain popular and technologically superior, its North American distributor had failed to actively market the brand or share critical product information with its key U.S. partners. Selle Italia was rudderless in this key global market.

THE SOLUTION

Lucidity developed and executed a robust omnichannel go-to-market strategy to reverse the downward trajectory of Selle Italia’s North American sales. By reinvigorating ties with the brand’s existing partners and forging new strategic business relationships, Lucidity increased sales and profitability for the brand. In less than one year, Selle Italia’s North American sales with key strategic partners Backcountry, HLC and J&B Imports more than doubled and Lucidity provided a much more robust business platform to drive the continued growth of the brand.