Celebrating its 61st year in the industry, Santini Cycling has announced its direct entry into Belgium, the Netherlands, and Luxembourg. This move follows an international expansion strategy already established in France, Spain, Germany, the UK and the US.
The Italian brand has appointed Dennis Jansen as Country Manager for the Benelux region to lead the transition. In this role, Jansen will oversee both the brand’s retail collections and the custom division, which is dedicated to creating customised technical kits for local cycling teams and clubs.
Bringing distribution in-house is intended to allow Santini Cycling to ensure closer territory management and stronger relationships with selected retailers. The company, which was founded in 1965 by Pietro Santini, produces its garments in Italy with a focus on fit, performance, comfort, and durability.
Monica Santini, CEO of Santini Cycling, said “The Benelux is a strategic market for us, with a deep cycling culture and an audience that is extremely attentive to quality and innovation. We are confident that direct management, led by an experienced figure like Dennis who is well rooted in the territory, is the right choice to best represent the brand and build solid relationships with our commercial partners.”
Dennis Jansen, Benelux Country Manager, said “I am thrilled to bring Santini closer to the Benelux market. This is a region I know well, where cycling is part of everyday culture. I look forward to working with local dealers to showcase the quality and innovation that Santini brings to every product.”
The company indicates that Dennis Jansen will begin contacting and visiting selected dealers in the coming weeks to present the Santini offering and explore partnership opportunities.