Alexander Interactive will design and build Sugoi's new website this summer.

NEW YORK, NY (May 4, 2011) – Alexander Interactive, (Ai) a New York based ecommerce and web design firm, has been selected by leading athletic performance apparel brand SUGOI to design and build their new website, scheduled for summer 2011.

Ai was chosen by SUGOI Performance Apparel, part of the Apparel Footwear Group division of Dorel Industries, after the successful completion of, also a Dorel Industries brand. SUGOI joins a long list of Ai clients that include Continental Airlines, New Balance, Internet Retailer, CITI, Pepperidge Farm, General Electric, Campbell’s, Virgin Mobile, Kaplan, Sharp, Clarins, BizFilings and many others.

Ai will refresh SUGOI’s online presence to broaden awareness and effectively communicate the brand message directly with the audience.  In solving the multi-channel, fulfillment, and international business needs, will become the destination site where users can learn, find retailers, purchase and aspire.

The new site will be developed on the Magento Enterprise ecommerce platform with the goal of increased online sales through an easy-to-use interface, and a streamlined fulfillment process.  Ai has been a trusted partner of Dorel’s to define and develop on a scalable platform for the cycling properties.   Ai has since ported other Dorel Recreational/Leisure brands including Cannondale, Mongoose, and GT to the Magento Enterprise platform.

“We are proud to have been selected to build this website and to deepen our relationship with Dorel,” said Alex Schmelkin, co-founder and president of Alexander Interactive. “This is a real endorsement of the work we enjoy and believe is the future of ecommerce.”


“We were very impressed with the work Alexander Interactive did for Schwinn, and we are looking forward to an enhanced web experience for our customers,” said Bruno Perreault, Senior Vice President, Sales and Marketing at SUGOI.

About Alexander Interactive

Alexander Interactive is a full-service digital agency specializing in the user experience, design and development of ecommerce platforms. A 40-person boutique, Ai focuses on creating rich Web experiences tailored to the needs of its clients’ businesses. Ai builds award-winning sites for clients including Lowe’s, Citi, Pepperidge Farm, Campbell Soup,, Schwinn,, Kaplan and Caché.


SUGOI is a premium brand within the Apparel Footwear Group division of Dorel Industries (TSX: DII.B, DII.A).  It is a leading manufacturer and distributor of world class cycling, run and triathlon apparel and outdoor gear.  Since 1987, Sugoi has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available.  Sugoi employs over 250 team members at its location in Burnaby, British Columbia.  For more information on SUGOI please visit