Selle Royal absorbs Crankbrothers - BikeBiz

Selle Royal absorbs Crankbrothers

The Italian saddle company adds the US pedals-to-tools brand
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Selle Royal’s owns fi’zi:k, Brooks, and Selle Royal.

Massimo Losio, MD of Selle Royal, said:

“Crankbrothers has always been a very distinctive brand, with great people, strong distribution, and a unique focus on design. The team at Crankbrothers has demonstrated their ability to create and grow an authentic brand. The company has enormous potential."

Crankbrothers partners Andrew Herrick, Carl Winefordner and Frank Hermansen become shareholders in Selle Royal. Herrick joins Selle Royal’s board of directors. He will operate from the Laguna Beach design centre and report to the Selle Royal board in Italy. Winefordner and Hermansen will also remain in Laguna Beach to focus on product design.

“Selle Royal has an incredible authenticity and heritage," said Herrick.

"They are an amazing team, very much in line with us culturally. Selle Royal understands the importance of design and shares our vision that the industry is fast becoming equal parts innovation, luxury and lifestyle.”

Losio said:

“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.”

Selle Royal bought Brooks in 2002 and has made it into a supremely sexy, yet traiditonal, brand.

Crankbrothers’ international distribution does not change.

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