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Basta Brand Stopped

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VEENENDAAL, The Netherlands – The ‘One brand, One company’ strategy adopted by bike component maker Axa Stenman Industries made the company to stop its Basta brand.

Basta Brand Stopped
GM Peter van Vlijmen stopped April 1, 2013. He worked for 5 years at Axa Stenman Industries. - Photo Bike Europe

Bicycle lighting products were sold by Axa Stenman Industries under the Basta brand. They are now being sold under the Axa brand. The same goes for the chain and dress guards which were being sold under the De Woerd brand name. Also this brand is terminated.

All Axa products
It means that the complete bicycle components range made by Axa Stenman Industries that includes a wide variety of locks, lighting products and chain and dress guards are all marketed under the Axa brand name from now on.

More changes
Next to branding changes Axa Stenman industries also changed the management of the company. GM Peter van Vlijmen stopped April 1, 2013. He worked for 5 years at Axa Stenman Industries. Under his leadership the ‘One brand, One company’ strategy was adopted. He also restructured the company into two divisions; one for bike components and one for windows and door components.

“After this restructuring the company is now ready to take on new challenges for which the shareholders appointed a new GM,” said Axa Business Line Director Bicycle Components Jan Pieter Brinkman. “He is to be introduced in the next weeks.”

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