Didn’t See That Coming- Trek Acquires Electra Bicycle Company
Trek has been known to acquire companies along they way. When they see smaller companies like Bontrager, Klein, Lemond, and Gary Fisher doing big things, rather than purchase them and put them out of business, the Trek method has been to continue to operate said businesses as normal, but to use the Trek supply chain and resources to grow the brands even further. That seems to be the case with their latest acquisition of Electra Bicycles – one of the leading companies in life style cycling, and the company that really championed Flat Foot Technology (geometry that allows flat feet on the ground when stopped).
Electra president Skip Hess mentioned, “We’re thrilled to have a great new partner in Trek. “It’s going to give us the resources to grow the Electra brand and get more people everywhere riding and loving Electra.” The Electra brand will continue to operate out of its Vista, California head quarters with Skip at the helm. What will this do to the current line of Trek comfort and hybrid bikes? Only time will tell.
More after the break.
Move combines the bike industry’s leading performance and lifestyle bike brands(Waterloo, WI/Vista, CA) – Trek Bicycle has acquired the Electra Bicycle Company in a move that joins the bicycle industry’s leading performance brand with the most popular name in lifestyle cycling. Joining the Trek family provides Electra with business and logistical support as well as distribution assets that will ensure the growth of the brand.
“I have always admired the Electra Brand, said Trek president John Burke. “Skip and his team have done some amazing things with limited resources. Trek will be able to provide financial, supply chain, distribution, and sales support that will help Electra take its business to the next level and will stay out of their way when it comes to product and marketing.”
“We’re thrilled to have a great new partner in Trek,” said Electra president Skip Hess. “It’s going to give us the resources to grow the Electra brand and get more people everywhere riding and loving Electra.”
The Electra brand will continue to be managed and marketed at its headquarters in Vista, California.