After a decade working together, Felt Bicycles and Saddleback are parting ways as of 31 December
Coincidentally, the news comes on the same day that another famous bike industry partnership has come to an end, between Madison and GoPro.
American company Felt has been a key brand in Saddleback’s rapid development, but the differing direction both parties wish to pursue has signalled the end of a close partnership, a press statement reads: ‘Felt wishes to thank Saddleback for their support over the years and recognise the considerable impact the company has had on the brand’s fortunes,’ the statment added.
Felt Bicycles president Michael Müllmann said: “Felt Bicycles and Saddleback’s partnership has been a great success story. I remember sitting in Andy and Sarah’s living room with tea and biscuits, closing the distribution agreement with a handshake. Both companies have seen tremendous growth over a decade together, yet now it is time to move on. I want to thank the whole team at Saddleback for their hard and professional work, and even though we are parting ways, I am looking forward to visiting them on my many trips to the UK.”
Saddleback MD Andy Wigmore said: “I will remain eternally grateful to FELT Bicycles and Michael Müllmann especially for the confidence that they showed in our fledgling business a decade ago. It has been a real pleasure to assist in growing their brand and given the close relationship we have always had, deciding to go our separate ways was a very difficult decision to make. We remain the best of friends and genuinely wish them every success in the future.”
Felt has just introduced the new Felt Decree, a 140mm FAST technology suspension bicycle. The brand is phasing out model years, aiming to increase the lifespan of a given bicycle on the shop floor. Felt is now "implementing the infrastructure to best serve the Felt UK dealer network going forward".