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Shimano has reported that it has made the difficult decision to scale back its cycling apparel business, which the brand says means the Milremo brand and regular Shimano apparel collection will be discontinued.
After more than 25 years of investment in the cycling apparel category, Shimano Europe has announced the difficult decision to scale back our activities in this area.
In recent years, the cycling apparel market has changed significantly due to increasing competition, shifting retailer priorities, and supply chain challenges, all of which were further intensified by the impact of COVID-19. Despite our best efforts, these factors have made it increasingly difficult to grow our cycling apparel business.
This means that Shimano’s custom clothing brand, Milremo, will be discontinued; the regular Shimano apparel collection will also be streamlined. Our range will continue to offer shoe covers, gloves, and socks, along with a limited apparel lineup – Shimano
Shimano added:
“The production and shipment of the Shimano Autumn-Winter 2025 collection will proceed as planned, while Milremo customers will have the opportunity to place one final order for their custom clothing before operations cease.
Unfortunately, this decision directly affects the jobs of 13 of our colleagues. We recognise that this is a challenging and uncertain time for them and their families. We are fully committed to being there for them and offering support wherever possible during this difficult period. We deeply appreciate their dedication and contributions to Shimano, and we are sincerely grateful for everything they have done.
With this impactful and difficult decision, we remain dedicated to advancing the cycling industry with innovative and high-quality products.”
