Trek to distribute Mirra's bikes - BikeBiz

Trek to distribute Mirra's bikes

Trek has worldwide distribution rights to Dave Mirra's new line of BMX bikes, components and accessories. Mirraco LLC's first products will be available in the summer.
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Jim Ford, formerly of Haro, now Mirraco's president, said: "Both Dave and I believe that a partnership with Trek allows each company to do what they do best. Mirraco will control product development, design and promotions out of our Carlsbad, California office, while Trek will handle sourcing, distribution, and sales.

'We retain control in the areas of the business that we know and understand. Undoubtedly, one of the assets that we found most attractive in establishing a relationship with Trek is that they are regarded as the industry's biggest and best supplier to the independent bicycle retailer."

Mirra said: "This is huge. It demonstrates that Mirraco is a serious company. With Jim's knowledge of the business, Trek's distribution strength, and the team we're putting together, we're going to come out of the gate strong. This deal motivates me more than ever to ride hard and represent the company to the fullest."

Trek president John Burke said: "We can improve is our presence in the 20" category. Given Dave Mirra's success and his respect in the industry, his new line of bikes will offer our dealers and consumers a great new option in the 20" category. This agreement represents a win/win situation for Mirraco and Trek."

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