Sugoi, the leading Canadian brand of bicycle-oriented performance apparel, is reorganizing and expanding its European sales network, working hard to set up a European distribution center, probably located in Germany or in the Netherlands, before the end of this year. The company currently delivers its merchandise about 1,000 doors all over Europe directly from its head office in Vancouver, where it has its own sewing operations.

The European effort is spearheaded by Federica Calgaro, who left last August as European sales manager of Bell/Giro, based in Italy, after six years with the company. She is now working out of Italy as European sales manager of Sugoi, coordinating the existing network of sales reps and hiring new agents in the countries where it does not have any. She has made some changes in Austria and the Benelux countries. Calgaro is particularly interested now in the French and Scandinavian markets.

Sugoi’s most recent European recruit is Sportlab, which has been appointed as general agent for Italy. Sportlab is the 7-year-old Italian distribution company run by Marzio Brombal, a former chief executive of Diadora, which also markets Saucony running shoes and Admiral football products.

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. It was acquired in July 2005 by Pegasus Partners, owners of Cannondale Bicycles, but the cooperation with the bike company is limited to the supply of certain items for its apparel collection.