Koga Ends Miyata Cooperation and Changes Brand Name

HEERENVEEN, the Netherlands - After 3 decades of corporation with Miyata in Japan, Koga will have a new distributor: Koga Japan. Formerly well known as Koga-Miyata, the brand will position itself under the registered Koga label without the Miyata extension.

Since the Olympic Games of 2000 in Sidney the Dutch high-end bike maker labelled their Sport and Road bikes Koga. Both the professional Skil-Shimano Team and the Asian Shimano Racing Team have been successfully using Koga as their preferred material sponsor.

Pieter Jan Rijpstra (Export Manager Koga): “The mix in distribution of main stream Miyata bicycles, together with high-end Koga products turned out not to be ideal. With this new distribution strategy, Koga is able to grow and penetrate into the sporty high-end market. The formal change will start officially on September 1, 2010. During the upcoming Japanese Bike Shows, Koga will present her 2011 model line.”

Koga MD Wouter Jager says: “We have deep respect for the efforts Miyata made in the past, but feel more confident with this new setup. Koga is recognized for its premium positioning and quality. Our products ask for an exclusive approach and distribution. The new Koga Japanese sales and service organization will re-position the brand and focus on the sport & road shops. We will deliver from local stock. Of course Koga Japan will take full responsibility to assure all service & warranty for previously sold Koga-Miyata bicycles.”