SUGOI Invests in Trade Marketing for Fall 09

SUGOI Performance Apparel, a division of Dorel Industries Inc., (TSX: DII.B, DII.A) has created a point-of-purchase program (POP).
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Vancouver, BC, March 16, 2009 – Season after season consumers demand that retail stores update their style and color offerings. With world-wide economic conditions becoming tougher, it is important to ensure that stores stand out and catch the eye of the consumer.

SUGOI Performance Apparel, a division of Dorel Industries Inc., (TSX: DII.B, DII.A) has created a point-of-purchase program (POP) to allow its retailers to select POP items specific to their store and apparel product requirements; individual kits for retailers can be created and upgraded.

As of Fall 2009, SUGOI will be offering a piece-order system for POP materials. Ten percent of every pre-season order is provided to SUGOI retail customers as credit to order point-of-purchase items.

Point-of-purchase items include high quality foot-forms for the much desired SUGOI Race and Recovery compression sock, hanging racks, and self-standing display units. Also available are educational cards for enthusiastic athletes, and simple hanging bars that take up little space yet create a more orderly display.

A key component to the SUGOI POP program is to offer customized posters and window-wraps. In addition to offering a large range of customized posters with the dealer's logo and SUGOI's logo, SUGOI is extending this program to fully customized window wraps. Window wraps are made utilizing a mesh material, which, from one side appear as a solid image yet still enable daylight to pass through.

The result: an excellent eye-catching display that promotes the individual retailer.
Stan Mavis, President of SUGOI commented on the system; “It is more important than ever to support our retailers and provide them with the tools necessary to attract customers. Our point-of-purchase program has been receiving a fantastic response from our retailers.”

About SUGOI:
SUGOI has, for over 20 years, made incredible apparel for endurance athletes. In fact, the Japanese word SUGOI means “incredible” -- and our passion for developing these products stems from our own athletic experiences. Using the finest materials available -– from our family of proprietary synthetic fabrics to enzymatically-washed Australian Merino wool -- our vision is to inspire confidence through incredible athletic products. Our products reflect the wide range of activities common among our athletes: running shorts, tights and tops that address a range of weather, from scorching to freezing. Biking apparel that regulates winter chill and summer heat. Triathlon products that function as an extension of your body. In every garment, we apply a native-grown Canadian textile expertise to carry you to your athletic best.


About Dorel Industries:
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company's lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel's powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose and SUGOI in Recreational/Leisure. Dorel's Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2 billion company with 4600 employees, facilities in seventeen countries, and sales worldwide.

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