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New Principia Owner Has Big Ambitions

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RANDERS, Danmark – With the beginning of the New Year, Principia is to start a global offensive. In December, the high-end Danish bike brand was taken over by

New Principia Owner Has Big Ambitions
Bike Europe Principia

RANDERS, Danmark – With the beginning of the New Year, Principia is to start a global offensive. In December, the high-end Danish bike brand was taken over by HF Christiansen A/S, a distributor in Denmark that has marketed Principia in Scandinavia since 2005.

The company acquired worldwide rights to the brand last December and intends to strengthen the distribution of Principia and put increased emphasis on development and marketing.

“Our take-over of Principia means that the technical development will be strengthened so the bicycles will continue to be amongst the world’s best in their category. Principia will also be our flagship and in terms of development, we will carry on the well-known Principia spirit where only the best is good enough,” says Peter Broløs, export manager at Dan Bike A/S, part of HF Christiansen A/S.

Bikes for Ordinary Customers

Next to Principia HF Christiansen also distributes brands like Raleigh, Nishiki, Centurion, MBK and Avenue. Principia is known for its high end bicycles. “We realise that we also need bicycles that can be sold to ordinary consumers because this is where the large market share exists”, says Peter Broløs.

“Therefore we will launch a sporty everyday bicycle with a maximum focus on design. It is precisely the type of bicycle that is very popular in the market at the moment. The new products will be shown at the Taipei International Cycle Show and Eurobike.”

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