100% Partners with FE Sports for Australian Distribution

Focus on Road Cycling and Mountain Bike Dealers
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(San Diego, CA — November 8, 2018) - 100% is proud to announce FE Sports as the newly appointed Australian importer and distributor of its cycling and mountain bike lines of products. In addition, FE Sports will manage 100%’s performance eyewear segment in both Australia and New Zealand.

Known as a market leader within the active outdoor and cycling space, FE Sports currently distributes high-end brands including Pirelli Velo, Wahoo Fitness and 3Tbike and is proud to add 100% to its portfolio.

“Australia & New Zealand are true love affairs for 100%. We already enjoy the Motocross Eyewear leadership in those territories. Having the right partner to represent our brand there is imperative for us to bring our passion to the local 100% fans,” said Ludo Boinnard, CEO of 100%.

“FE Sports has shown great enthusiasm for the sport throughout our interactions. They truly bring a depth of knowledge in the cycling space, with good people and a great track record on all their executions. This is a solid match and we are excited by the opportunities within the road cycling and mountain bike communities Down Under.”

Darren Harper, Director of Sales at FE Sports: “We are excited about representing the 100% brand and bringing to market a product portfolio that is both edgy and accessible.”

“100% is an exciting disruptor that talks to a growing demographic of next generation consumers that push boundaries and challenge traditional cycling categories. We look forward to exploring synergies with 100% to realize benefits, increase market share and drive new growth for our retail partners”.