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SUGOI Hires new Marketing Manager, Creative Services Manager

SUGOI Hires new Marketing Manager, Creative Services Manager Kara Hurry and Cara Young-Minichiello Join SUGOI

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Vancouver, BC – November 17, 2008 –- SUGOI Performance Apparel, a division of Dorel Industries (TSX: DII.B, DII.A), today announced that a new Marketing Manager and a new Creative Services Manager have joined the Company.

As the new Marketing Manager of SUGOI, Kara Hurry brings key international marketing and public relations experience to the team. With a background in business marketing, fashion, design and public relations, Kara will provide the catalyst in furthering Dorel’s initiative to advance SUGOI as a leader in the athletic apparel market. In her new role, Kara will oversee SUGOI’s communications, events and market research.

Before joining SUGOI, Hurry, a native Australian, served as the Marketing Services Manager for Australian Wool Innovation (AWI) in New York. At AWI, she helped develop and execute marketing and advertising strategies in the Americas. Previous to AWI, Hurry served as a PR executive at a marketing communications firm in Australia.

Cara Young-Minichiello joins SUGOI as the new Creative Services Manager. Cara has an extensive eight years of experience in advertising, marketing, promotions, project management, branding and visual merchandising, Young-Minichiello is a vital addition to boost SUGOI’s expansion and progress. Her comprehensive background of managing special projects will see Young-Minichiello manage the creative services department and oversee point-of-purchase and collateral development to catalyze SUGOI’s growth.

Before joining SUGOI, Young-Minichiello deployed her Fine Arts and New Media Design education as the Marketing Director for mGb Architecture + Design and the SLS Group.

SUGOI president Stan Mavis said, “This is a major step forward in advancing the SUGOI brand, and a tangible example of the dynamic investment in the Company by Dorel Industries. Kara and Cara are already making a significant impact on our marketing profile, a profile they are sure to help advance throughout the trade and consumer markets.”

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.