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A strategic partnership to structure and sustainably develop the brand’s presence in the French market.
Rudy Project, an Italian brand involved in the design and production of cycling helmets and eyewear, as well as high-performance sports eyewear for running, trail running, and outdoor activities, announces the signing of a new strategic agreement for the French market.
Starting in 2026, the exclusive distribution of Rudy Project for the cycling channel in France will be entrusted to Royal Vélo France (RVF), a long-standing distributor and recognized player in the French cycling market. This agreement is part of Rudy Project’s desire to structure and strengthen its long-term presence in France, relying on a network of specialized retailers and high-level commercial support.
Founded in 1985, Rudy Project designs and develops high-performance sports eyewear and helmets in close collaboration with professional athletes. Products are tested in real-world conditions, both on-road and off-road. The brand has established itself as a benchmark in sports eyewear thanks to proven proprietary technologies, such as ImpactX® lenses, and helmets combining safety, lightness, and aerodynamics.
Beyond performance, Rudy Project is committed to a responsible approach through the RideToZero program, which aims to integrate more sustainable practices into product development and company processes.
Royal Vélo France, a major player in the French cycling market, has a portfolio of premium brands and a structured commercial organization recognized for its reliability, expertise, and quality of service. Thanks to this exclusive agreement, RVF will make a significant part of the Rudy Project offering available to its retailers and partners, with the aim of strengthening the product offering and enhancing the brand’s visibility in the territory.
« The partnership with Royal Vélo France represents an important strategic step for Rudy Project’s development in France », says Luca Ricciardelli, Commercial Director for Direct Markets at Rudy Project. « We share common values based on quality, innovation, and service. RVF’s territorial presence and structured approach will be crucial in supporting the brand’s growth in the cycling channel and providing increasingly effective support to French retailers. »
« This collaboration is a continuation of a shared history between the two companies » states Paul Didier, General Manager of Royal Vélo France. « Already partners in the past, RVF and Rudy Project have built a relationship based on trust, mutual market knowledge, and a shared vision for the brand’s development in France. Today, the two companies are officially renewing this strategic link with a clear ambition: to accelerate Rudy Project’s growth in French territory. »
In this new distribution system, Rudy Project will continue to directly manage other strategic sales channels, including optics, running, trail running, and outdoor activities, thus confirming a multichannel approach aimed at fully enhancing the brand and the breadth of its offering.
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