Three-time world champion Peter Sagan after winning Stage 4 of the 2018 TDU in scorching heat. Image Nat Bromhead.

100% Eyewear Announce FE Sports As Australian Distributors

Well-known eyewear maker 100% have announced FE Sports as the newly appointed Australian importer and distributor of its cycling and mountain bike lines of products. In addition, FE Sports will manage 100%’s performance eyewear segment in both Australia and New Zealand.

A market leader within the active outdoor and cycling space, FE Sports currently distributes high-end brands including Pirelli Velo, Wahoo Fitness and 3Tbike and is proud to add 100% to its portfolio.

“Australia & New Zealand are true love affairs for 100%. We already enjoy the Motocross Eyewear leadership in those territories. Having the right partner to represent our brand there is imperative for us to bring our passion to the local 100% fans,” said Ludo Boinnard, CEO of 100%.

“FE Sports has shown great enthusiasm for the sport throughout our interactions. They truly bring a depth of knowledge in the cycling space, with good people and a great track record on all their executions. This is a solid match and we are excited by the opportunities within the road cycling and mountain bike communities Down Under.”

Darren Harper, Director of Sales at FE Sports said the company is excited about representing the 100% brand and bringing to market a product portfolio that is both edgy and accessible.

“100% is an exciting disruptor that talks to a growing demographic of next generation consumers that push boundaries and challenge traditional cycling categories,” he said. “We look forward to exploring synergies with 100% to realize benefits, increase market share and drive new growth for our retail partners”.


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