Get access to everything we publish when you sign up for Outside+.
The revamped site considerably boosts the company’s e-commerce function, which has seen a 45% increase in sales over the past year. SUGOi president Stan Mavis said, â€œThis has been a critical need for us, and adding Dorel’s capabilities allowed for a faster turn-around and a great collaborative project for all of us.â€
Critical to the e-commerce function is the site’s Shopatron ordering system. Shopatron is the leading provider of retailer-integrated e-commerce solutions, allowing manufacturers like SUGOi to accept orders online and fulfill them through its existing network of retailers and dealers.
â€œRouting our internet orders through Shopatron not only enhances our commitment to our retail partners,â€ said David Murphy, SUGOi’s marketing director, â€œIt also provides our internet consumers with fast, efficient fulfillment and delivery.â€
The newly-designed site features products across the SUGOi line, including offerings in triathlon, running and biking â€“ and the redesign is only the first phase of a two-phase effort to increase SUGOi’s online presence. Phase two is scheduled to be implemented in September, and will deliver a fully integrated online custom ordering system.
SUGOi’s custom manufacturing has long set a standard of quality in providing cycling clubs, retailers, triathlon teams and running clubs with a wide range of outstanding customized apparel. With the added online resources, the company expects to expand on a growing segment of the specialized manufacturing market.
â€œCustom already accounts for 22% of our revenue,â€ said custom sales manager Brian Anderson, â€œThe potential of the segment is apparent when you look at the growth of clubs and affinity programs across North America and Europe, especially in triathlon and cycling. The new site will allow customers to have full control over every aspect of their order from design to delivery.â€
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. Similarly, its highly popular brands such as Cannondale, Schwinn, GT, Mongoose and SUGOi have made Dorel a principal player with both independent bicycle dealers and mass merchants. Dorel is a $2 billion company with forty-six hundred employees, facilities in seventeen countries, and sales worldwide. US operations include Dorel Juvenile Group USA; the Cannondale Sports Group; Pacific Cycle; Ameriwood Industries which produces ready-to-assemble furniture; Altra Furniture; and Cosco Home & Office. In Canada, Dorel operates Dorel Distribution Canada, Dorel Home Products and SUGOi. Abroad, operations include Dorel Europe and IGC in Australia, a manufacturer and distributor of juvenile products. Dorel Asia sources and imports home furnishings products. Dorel China has eight offices which oversee the sourcing, engineering and logistics of the Company’s Asian supplier chain.
SUGOi has, for 20 years, made incredible apparel for endurance athletes. In fact, the Japanese word SUGOi means, â€œincredibleâ€ and our passion for developing these products stems from our own athletic experiences. Using the finest materials available â€“ 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.