Selle Royal & crankbrothers To Form Global Brand Group
POZZOLEONE, Italy – Selle Royal and crankbrothers, who announced their merger January 29, are to form a global operating group of brands. Selle Royal applied a similar strategy with
POZZOLEONE, Italy – Selle Royal and crankbrothers, who announced their merger January 29, are to form a global operating group of brands. Selle Royal applied a similar strategy with the addition of the storied Brooks England company in 2002.
Selle Royal management retained Brooks’ original factory in Birmingham, England, as well as its people and its historic integrity, while restoring the brand to its former glory and finding new audiences for Brooks products around the world.
Selle Royal will do the same for crankbrothers. Massimo Losio, Managing Director of Selle Royal states: “We’re not looking for synergies, nor is this some type of consolidation. We’re looking to grow these wonderful, genuine companies independently yet as a collection of brands that have strong relationships with and a passion for their customers.” The merger adds crankbrothers to Selle Royal’s group of premium cycling companies which include fi’zi:k, Brooks, and Selle Royal.
Crankbrothers stays in US
crankbrothers will remain based in their design center in Laguna Beach, California and the existing management team and staff will remain in place. The Laguna Beach location will complement Selle Royal’s factory and design development center in Pozzoleone, Italy.
crankbrothers products will continue to be available through its USA distributors. As part of this merger, crankbrothers products will also be available in the US market through HighwayTwo, the sales and distribution company co-owned by Selle Royal and Continental. crankbrothers’ international distribution does not change.
About crankbrothers: Founded in 1997, crankbrothers is known for its inventive products and refreshing focus on design. The company gained momentum with the launch of the egg beater pedal in 2002, and has since brought forth a diverse line of pedals and bicycle components.