As of 1 January 2026, Martin Sassano and Pierre Lienhard of Distribution 17 GmbH have taken on the distribution of the premium cycling brand Café du Cycliste in Switzerland. Both bring extensive experience in the cycling and sports industries and strong knowledge of the Swiss specialist retail market.
The distribution strategy in Switzerland will focus on a selective wholesale approach, working closely with specialized road and gravel retailers as well as selected outdoor and fashion accounts. A key objective is to strengthen our proximity to retail partners and consumers through increased local activations and market presence.
Said Martin Sassano: “Café du Cycliste inspired me from the very beginning. The brand’s vision, uncompromising quality and the people behind it created huge passion. For us, this challenge is much more than just marketing or products. It’s about working with the right people and having fun and success along the way at brand events. With our strong network, we are excited to build the right partnerships for the Swiss market. Interested? Let’s connect and see where it leads.”
Added Jérôme Gasser, Café du Cycliste CEO: “Switzerland is a strategic market for Café du Cycliste, where a strong cycling culture meets a deep appreciation for premium products and sustainability. With Martin and Pierre, we are partnering with people who truly understand our brand DNA and share our commitment to responsible growth. Their local expertise will allow us to build an engaged community through meaningful retail partnerships, local activations and experiences that bring the Café du Cycliste spirit closer to riders and outdoor enthusiasts across Switzerland.”
Anchored on the Côte d’Azur, Café du Cycliste is a French label dedicated to sharing a passion for cycling and the outdoors. Our technical and lifestyle products are predominantly made in Europe, using recycled and sustainable materials wherever possible, and we achieved B Corp certification in 2024. Each piece is designed to go further, move faster, and explore more. What began back in 2009 as a simple idea to do things differently has become a community of like-minded people who share the same values, beliefs, and a desire to be #foreveroutsiders.