Canadian Cyclist


December 10/13 13:06 pm - Lambert Announces New Product Distribution

Posted by Editoress on 12/10/13

Lambert, a leading pan-Canadian distributor of products for the bicycle and running industries, announced today that it is extending its product portfolio with the addition of four brands: Fizik, Selle Royal, WD-40 BIKE and First Endurance.

Starting in early 2014, these four brands' product lineup will be made available to all Lambert IBDs (Independent Bicycle Dealers). Speaking about the new brands, André Trudeau, Product Director at Lambert, said "Lambert is always looking to add key partners to its brand portfolio, and these new additions are no exception. First Endurance adds more depth to Lambert's nutrition offering. WD-40 BIKE brings a highly recognizable consumer brand to IBDs with their cycling-specific lubes and cleaners. Fizik and Selle Royal are industry-leading saddle brands. Having these four brands' products available to dealers overnight as part of our portfolio makes IBDs' lives easier."

Fizik and Selle Royal
Fizik is a racing brand for enthusiast cyclists around the world, and Lambert will be offering their complete line of saddles, saddle bags, seat posts, stems, handlebars and bar tape. As for Selle Royal, which is a brand of choice for many of the world's major and most prestigious bicycle manufacturers, Lambert will distribute the full range of performance and comfort saddles and grips.

WD-40 enjoys undeniable worldwide brand awareness. The all-new line of WD-40 BIKE products was developed for riders who insist on keeping their bike in top condition. WD-40 BIKE has been meticulously tested to provide superior cleaning, lubrication and protection. Lambert will distribute the complete product lineup.

First Endurance
The addition of First Endurance strengthens Lambert's positioning as a leader in the nutrition category. First Endurance develops specially formulated products for discerning endurance athletes. They are committed to using only the highest quality ingredients and the latest technological advancements, as well as employing the finest packaging materials to protect their products from the elements.

About Lambert
Lambert is a leading pan-Canadian distributor of world-class products for the bicycle and running industries. The company distributes to over 2,000 retailers across the country. Lambert has offices in Quebec and British Columbia, and employs over 120 people who have a sheer passion for everything sports. For more information, visit


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