SombrioThe cycling industry is a tough consumer goods niche that is rife with its share of success and failures. One of it’s brightest success stories in recent years appeared to be Sombrio apparel. Inspired by freeride, the company produced top notch mountain bike gear for mountain bikers by mountain bikers. That line of clothes was so successful, the company eventually introduced casual lifestyle apparel and even built a chain of retail stores.

Unfortunately, some of those “go big or go home” strategies didn’t pay off, and the company’s future has been in limbo recently. So we’re very happy to report that the mountain bike brand has found a new home and owner in SUGOI. Long live freeride!

Hop past the break for press release…

“Burnaby, BC – January 20, 2014 – SUGOI Performance Apparel, a brand of Dorel Industries (TSX: DII.B, DII.A), today announced the acquisition of mountain bike and lifestyle apparel brand Sombrio. Founded in 1998, Sombrio is the purveyor of world-leading design and manufactured high performance apparel, outerwear and street wear.  The purchase price was not disclosed.

“There are a number of synergies in adding Sombrio to the SUGOI family,” stated Kyle Weiner, President of SUGOI.  “We’ve been an admirer of the Sombrio brand for many years, and its addition will provide strong growth momentum for the combined companies. This was a natural fit for us and an incredible way to expand our portfolio of apparel, developing Freeride, gravity, and lifestyle mountain bike offerings.”

Dave Watson, Sombrio founder and Canadian North Shore Freeride pioneer is enthused about the potential of Sombrio’s next chapter. “I welcome the opportunity this acquisition creates as well as the boost Sombrio will see in future products and improving relationships in our market.   I’m thrilled to lead the charge on the growth of Sombrio alongside a new team. Our brand will drive innovation with some of the best athletes and creative minded individuals in the two wheel space.”

For more information on the SUGOI and Sombrio acquisition, visit and follow the brand on Facebook and Twitter. Follow the Sombrio story and on FacebookTwitter, and Instagram.

About SUGOI:

Since 1987, Sugoi has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available. For more information on SUGOI please visit It is a leading manufacturer and distributor of world class cycling, run and triathlon apparel and outdoor gear.

SUGOI is a division of Dorel Industries (TSX: DII.B, DII.A). Dorel creates style and excitement in equal measure to safety, quality and value. Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI in Recreational/Leisure. Dorel has annual sales of US$2.6 billion andemploys 6,300 people in facilities located in twenty-four countries worldwide.

About Sombrio:

Founded in 1998 by Dave Watson, an early pioneer of Vancouver’s North Shore gravity-fueled Freeride movement. Sombrio was developed to fill a functional and aestheticvoid within this emerging market. With Freeride at its core, Sombrio is thepurveyor of world-leading design and manufactured high performance apparel,outerwear and streetwear for the West Coast Inspired.

More than “mountain bikers,” Sombrio is creators of innovative elements to live and breathe the two-wheel culture. While firmly planted in his roots, Watson who is famous for jumping the Tour de France peloton on his bike, believes that the basic bicycle is the catalyst to a better world.

We inspire the world to ride bikes.”


  1. I find it hard to believe that Big Daddy Dorel still inserts the robo press release BS into an announcement about them snatching up what was once a core brand……They are only shooting their investment in the foot.

    When was the last time a marketing guy at cannondale group actually had the balls to tell the big boss that the standard Dorel press release is never, ever going to win them any customers?

  2. Why are people questioning a press release? Looks to me that Dorel/Sugoi is proud to have one Canadian brand who wasn’t well known in a certain market place purchase another to help them gain access to that market. If you personally don’t like Dorel for some reason, than don’t buy Sugoi or Sombrio. Personally, I think that both brands make great products and to me this acquisition makes perfect sense. Good on Dorel for seeing the value in Sombrio and adding it to their empire. Hopefully this can give Dave Watson the cash infusion necessary to bring the brand back to where it once was, and make some new great products at great prices. Sugoi will obviously bring some materials engineers and access to manufacturing that may have been difficult for Sombrio in the past. Cheers!

  3. Every time I pass the Sugoi rack at REI, I fall asleep.

    “Okay everyone, let’s start the design meeting. This year, we will introduce a new color to our current 2-color palette. In addition to black and dark gray, we will now be using neon white.”

  4. I don’t have anything against Sombrio or Sugoi, I simply wonder why the Dorel marketing people don’t see the value of a compelling press release instead of the robo-drivel above.

    Creative and inspiring probably inspires more cyclist consumers than 5 year old Wall Street inspired cut and paste, don’t you think?

What do you think?