Sugoi, a Canadian company that produces apparel for running, cycling, athletics and fitness, has started shipping merchandise to its 1,000-odd European customers from a European distribution center in Europe,starting with the Spring 2008 line, instead of sending them over directly from its head office in Vancouver. Sugoi will actually be sharing an existing facility at Oldenzaal, in the Netherlands that is already used by Cannondale Bicycles, which like Sugoi is owned by Pegasus Partners. Stan Mavis, who was hired as president of Sugoi after it was acquired by Pegasus in 1996, said that Sugoi will not only benefit from “efficiencies of speed,” but also from “the efficiencies of scale in centralizing distribution hubs with Cannondale.” The two companies already share distribution centers in Connecticut, USA. With annual sales of nearly $50 million, Sugoi (Japanese for “incredible”) is a 20-year-old company positioned in the top end of the market, targeting running and bike specialists as well as multi-sport retailers.

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