Claudia Boeri To Take the Reigns of Boeri USA

Company To Announce New National Sales Manager; Hires New Advertising and Public Relations Firm To Lead Consumer Campaigns
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CAMBRIDGE, NEW YORK (June 13, 2006) – Boeri USA today announced that effective immediately Claudia Boeri will assume executive responsibilities for the organization as President. According to the company, the change is being made to better accommodate Boeri's business strategy in the U.S. market moving forward.

In addition, the company is expected to announce a new National Sales Manager in the coming weeks, and has retained CerconeBrownCurtis as Agency of Record.

These moves come at a time when the company is seeing a strong resurgence, fueled by popular new models, effective pricing strategies and an undying devotion to customer service. Ms. Boeri's day-to-day involvement will allow an even closer relationship between the company's Italian headquarters and the U.S. market.

"Boeri's pre-season sales are trending up this year, which is a clear vote of confidence by the retail community for both our new line and business model," said Claudia Boeri. "I'm excited to work closely with our North American partners to dial in product and styles to best fit their business needs and the changing consumer base. The results speak for themselves."

Boeri Reasserts Leadership Role in American Market
According to Boeri, the company is now working to elevate its profile with skiers and snowboarders, with new marketing campaigns in the works that reconnect with the brand's core appeal.

"Though our number one commitment remains to provide retailers and consumers with the highest quality products and services available, we understand that in many ways, this is an image-driven business," said Boeri. "We are refocusing our creative energies to return Boeri USA to the forefront in the hearts and minds of skiers and riders of all ages."

The company plans to roll out programs this fall, and will continue to grow momentum through the 2007 season. To assist, Boeri has retained CerconeBrownCurtis (Boston) to handle a renewed advertising and publicity effort. CerconBrownCurtis has deep winter sport and outdoor experience, working with such companies including K2, Orage, Timberland, Royal
Robbins, Hind and others.

“Boeri has a history of producing work that has set the standard in the winter sport industry,” said Len Cercone, partner, CerconeBrownCurtis. “Its rich culture and heritage provides the opportunity to develop programs that transcend traditional advertising or PR efforts, and truly get to the core of what drives people to adopt and defend brands in this market.”

"There are a lot of great things in the works, and we're excited to have the loyalty and support of the dealer community," said Boeri.

About Boeri USA
Boeri USA operates out of Cambridge, New York to sell its fine line of Italian crafted helmets direct to U.S. retailers. Boeri pioneered the U.S. snow helmet business when they introduced the category in the 1980's. Since then their sole business focus has been to design and market the best quality helmets in the industry. Boeri's line of snow sport helmets takes into account all of the terrain you can hit in one day of riding, and utilizes Boeri's experience and helmet features to make sure you make it back to the après party in one piece. The Boeri brand is known for protective headgear and is dedicated to quality and innovation. Boeri USA is the sole U.S. distributor of Boeri Helmets. Visit us on the web at www.boeriusa.com or look for Boeri helmets in specialty retail shops nationwide.

For more information on CerconeBrownCurtis, visit www.cerconebrown.com


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