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Pon Remains on Acquisition Course in Bike Sector


ALMERE, Netherlands – Last Friday Gazelle, Derby, BBB and Cervélo owner Pon Holdings announced to have acquired Santa Cruz Bicycles, the California-based high-end MTB maker. This take-over comes only a few months after Pon bought BBB Cycling; a major worldwide operating P&A importer and distributor.

Pon Remains on Acquisition Course in Bike Sector
The Santa Cruz facility in California. - Photo Pon

Is Pon copying the strategy deployed by fellow countryman and competitor Accell Group that has been buying companies for years in and outside Europe for establishing distribution footholds? With Santa Cruz the Pon Bicycle Group buys a better access to the US market where it is currently operating with its Focus and Cervélo brands for e-bikes, sports and road racing bikes.

Take-over agreement

The Santa Cruz product range currently includes 16 models that are sold in 70 countries under the brand names of Santa Cruz and Juliana. The company was founded in 1993 by former professional skateboarder Rob Roskopp and his associate Rich Novak. The first bicycle rolled out of their California factory a year later and the design, testing and assembly has remained in Santa Cruz ever since. Under the take-over agreement, the company will continue to be based in Santa Cruz and Rob Roskopp will stay on as CEO. The current management team will also remain in place as the driving force behind the company.

Pon Bicycle Group

A press release on the Santa Cruz take-over says, “With the acquisition earlier this year of BBB Cycling, an internationally operating manufacturer of bike wear, accessories and parts, and the addition of Santa Cruz, the Pon Bicycle Group is making important steps in its development.

The portfolio is now composed of: Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling. The group has production facilities all over the world, including in The Netherlands, Germany and the United States, and is active in over 80 countries. This year, some 800,000 bicycles will find their way to customers around the globe, generating an expected turnover of over € 600 million.

The Pon Bicycle Group is a subsidiary of Pon Holdings BV. This is one of the largest Dutch family businesses. It’s an international trading and servicing company, with a great variety of activities. With approximately 13,000 employees spread over 450 branches, Pon is active in 32 countries.


Related item: Gazelle, Derby, Cervelo Owner Pon Acquires BBB

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