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New Management at Slovenia’s Elan Bikes

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BIKE EUROPE: LJUBLJANA, Slovenia (November 4) – A lot was going on behind the walls of the Elan Bikes factory during the past weeks. It all started with rumors that the owner of Elan Bikes, a company called Skimar, was to replace Tomi Sefman as CEO. Before it came to that Sefman resigned with the […]

BIKE EUROPE: LJUBLJANA, Slovenia (November 4) – A lot was going on behind the walls of the Elan Bikes factory during the past weeks. It all started with rumors that the owner of Elan Bikes, a company called Skimar, was to replace Tomi Sefman as CEO. Before it came to that Sefman resigned with the explanation that the Skimar administration is not providing the right conditions for running the factory. Sefman was followed by all board members while also a lot of employees left the company of which some were laid off. Among the people that left, was also Gorazd Strazisar, product manager at Elan Bikes who is well known at the Slovenian cycling public and responsible for Elan high-end Freeride bikes.
Sefman is replaced by the new CEO Aleksander Mokrovic. As his predecessor he is not from the cycling industry, but has experience in other Elan divisions. His first tasks are to boost sales and lower the costs in marketing, R&D and overhead. Elan will according to Mokrovic, also focus stronger on the mid and low range bikes under the Rog and Elan brands. Rog is the oldest Slovenian and best selling bike brand in the country and will focus on City and kids bikes. Elan’s stickers will go on Mountainbikes and the Trekking models. Elan will also maintain its bike assembly for the sports retail chains like Hervis, Intersport, Sport 2000 and others. The same goes for the distribution in Slovenia of other bike & components brands: Formula and Marzocchi. Some employees that left Elan Bikes started their own companies and it’s very likely that Specialized, Jamis and Derby Cycles (Univega, Focus) will have new distributors. (GS)

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