Dirt Rag Magazine

Santa Cruz Bicycles sold to Pon Holdings


Santa Cruz Bicycles, founded in 1993 and still led by Rob Roskopp, has been sold to a Dutch conglomerate that controls several major bike brands, including Focus, Cervelo, Gazelle and others. While the entire Santa Cruz management team will stay, as will its headquarters in Santa Cruz, the new venture will likely be able to streamline production, distribution and presence in markets other than North America.

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Here’s the press release:

With immediate effect, Pon Holdings acquires Santa Cruz Bicycles, the California-based market leader in high-end mountain bikes. Their product range currently includes 16 models are sold in 70 countries did under the brand names of Santa Cruz and Juliana.

The company which 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 this new agreement, the company will continue to be based in Santa Cruz and Rob Roskopp will stay on as CEO. The current management team will remain in place and therefore continue to be the driving force behind Further success at Santa Cruz Bicycles.

Pon Bicycle Group

Within Pon Holdings, Santa Cruz Bicycles will become part of the Pon Bicycle Group. With the acquisition this year of Earlier BBB Cycling, to internationally operating manufacturer of bikewear, 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 on expected turnover of over 600 million euros.

About Pon Holdings BV

Pon, one of the Largest Dutch family businesses, is 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.

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