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Press Releases

SUGOI Bolsters Sales Force

Experienced sales representatives leverage SUGOI’s brand momentum

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Vancouver, BC – November 25, 2008 –- SUGOI Performance Apparel, a division of Dorel Industries (TSX: DII.B, DII.A), today announced that Hartford Sales Group, Pursuit Brand Equity Group and Holly Wiesman will represent SUGOI.

The Hartford Sales Group, managed by Agency Principal Larry Hartford (2002 SGMA/Sports Edge Sales Rep of the Year), has represented sporting goods manufacturers and outdoor brands since 1984 and will represent SUGOI in the California and Northern Nevada region.

Adam Casey and Jonathon Vinet from Pursuit Brand Equity Group will benefit SUGOI with their many years of experience and offer a strong track record in the premium technical apparel field. They will represent SUGOI in the New England region.

Holly Wiesman will represent the brand in the Western Great Lakes region, joining SUGOI from a recent position at JanSport where she was responsible for almost tripling the business in two years in her territory.

All three sales agencies will bring great drive and experience to SUGOI’s sales efforts, starting with the launch of the innovative Fall 09 collection.

Scott Parr, SUGOI’s Vice President of Sales for North America, said, “Hartford Sales, Pursuit Brand Equity and Holly Weisman have tremendous reputations in the industry for their professionalism and successful track records. The extension of our sales resources network means that our increased brand momentum will now be maximized across the USA.”

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 $2 billion company with 4600 employees, facilities in seventeen countries, and sales worldwide.

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.