Subject: Re: [CR]Info on Learco Guerra
>From Cycle Press International (Japan) December 1989:
"Learco Guerra, a sort of "pro-shop" as we Japanese call, is located in an old town Mantova, in the middle between Venezia and Milan, Northern Italy. Surrounded with three lakes, Mantova is a beautiful town with many tourists at all seasons of the year. Learco Guerra is found close to Mantova Station.
The name "Learco Guerra" originates not only from the name of the present owner of the shop, but from the name of his grandfather. The name sounds familiar and dear especially to old people. In fact, the first owner Mr. Arco Guerra was a matchless top racer around 1930's. He obtained brilliant championship by road and hour record in 1931. He was a national hero in those days.
Guerra family has produced many racers, so most of Italian bicycle mania is familiar with name.
Although Mr. Arco Guerra started manufacturing bicycle in Milan in 1947, his excessively busy life as manager of grand champions of foreign teams forced him to close the shop. The present shop Learco Guerra in Mantova was newly opened in 1981 by a grandson Mr. Guerra. Thus, bicycles of good old days have revived.
Mr. Guerra is leading a busy life in responding to various customers in his shop decorated with a portrait of the first owner, where colorful bicycles, frames, and parts are displayed.
Influenced by MTB boom, the shop is placing more and more importance on MTB related items. Such models as based on Shimano Compo, ranging 97.5 thousand Lira - 115 thousand Lira, occupies main lines.
The shop is now absorbed in preparation to start active sales for their own brand "Learco Guerra" in 1990.
They are planning to join the Cycle Show, Bicibento, to be held for 4 days from February 2 next year in Convention Center in Mantova.
Aided by their dependable brand model "Learco Guerra" named after the hero, a big step is expected.
Reflecting the general boom of MTB rising in Europe, it is also expected the sales of mountain bike models to increase in Italy. At Learco Guerra, this new off road model is expected to contribute to its sales growth in the years to come, as well as their traditional racing models including their own brand model of "Learco Guerra"."
Hugh Enox