ALMERE, the Netherland – Pon Holdings, owner of Derby Cycle, Gazelle and Cervelo, announced today its next and 4th take-over in the bike sector. The company acquired the bicycle brand Union from the Dutch Bicycle Group (DBG).
Production of the Union bicycles will remain at DBG as it has been since 2005. Pon Holdings will only market the brand. The new Union owner will reconsider Union's existing sales and distribution agreement with retail chain Halfords in The Netherlands and Belgium.
According to spokesman Jacques Geijsen, Pon Holdings regards the IBD channel as their main partner to expand Union's market position. "We want to take the brand to a higher level in quality. Also the product portfolio will be expanded in the coming years", said Geijsen.
DBG pleased with the cooperation
DBG Commercial Manager Stephan Räkers is pleased with Pon Holdings as their new partner: "Bike manufacturing and assembling is our core business. Pon Holdings is much better suited to take Union to national and international markets and create the positioning this brand deserves."
High brand awareness
Union is well known in the Netherlands. Pon wants not only to sell it in Holland but to take it to other countries in Northwest Europe too, as: "Union is renowned for reliability against a good price," said Geijsen. Pon Holdings' take-over comes as a bit of surprise to insiders in the bike sector who anticipated that an importer/wholesaler in Germany was to be acquired.
"Strengthen our market position"
This acquisition provides Pon Holdings access to several growth markets on the West European bicycle market. Pon Holdings's CEO Janus Smalbraak stated: "We have become one of the major players on the European bicycle market within a few years. With the acquisition of Union we will strengthen our market position and offer our retail partners an even more extensive and quality wise excellent product portfolio."