New Era at Asolo USA

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After having pioneered and established Asolo in the US Market, Bruce Franks the General Manager, is preparing the company for its next climb. Over the past 9 months Bruce has engaged with the Zanatta family and retail partners to establish a route map to the next steps for Asolo USA. This plan has included a new person to take over the lead of the operation and work beside himself as to ensure a thoughtful and well-founded transition.

As of January 1, 2020, Bill Lockwood joined Asolo USA and will work side by side with Bruce through Outdoor Retailer Summer Market. Bill Lockwood is an outdoor industry veteran who has served many roles: retailer to sales representative, sales manager to president, for some of the most recognizable brands in our industry. Most recently Bill served as president and director of sales for Craghoppers.

Being invited back to the Asolo family is a bit like visiting a home you haven’t been to in a while. It has a sense of familiarity and security, Bill was an Asolo representative from 2003 to 2011. That security comes from Asolo’s long history of innovation, fit and quality, these are the pillars that which all Asolo products need to stand under to wear the brand badge. Here in the US the security comes from Bruce Frank’s unwaivered commitment to starting and building the brand from its first rock shoe to iconic boots like the TPS520 and Fugitive.

Bill is looking forward to working hand in hand with Bruce over the upcoming months and to live up to the high-level expertise that Bruce has established and the brand deserves.

About Asolo SrL:

Since its inception in 1975, Asolo has gained an important worldwide leadership position in producing technical mountaineering boots. The product range covers footwear from the most technical alpine demands to the more relaxed leisure activities line, permitting Asolo to be one of the few companies in the world to completely cover the outdoor area.


A pair of Asolo boots standing on a mossy rock

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