The newly revamped Genesis brand is being primed for a European roll-out at the German-set Eurobike show next week.
Genesis' 2011 line-up of mountain, road and cross bikes will star at the show, which lasts from September 1st to 4th.
The new range includes unique steel and titanium trail bikes, the award-winning Core series of aluminium hardtails, mountain bikes with hub gears, steel single speeds and top notch road bikes.
Backed by owner Madison, multi-lingual brochures, catalogues and manuals are in production with plans for local marketing initiatives in Europe set to be put in place shortly.
Eurobike attendees should head to booth FG A4/5 to find out more.