The company, which was born in 2019 as a slightly crazy idea, is now taking the commercial step into young adulthood. The start-up from e-Framer Thun is coming into new hands. Those of Ochsner Sport and Beat Feuz.

When the company launched in 2019, there were four models, three frame sizes and two colors. That was it. No middlemen, but convenient online ordering, personal home delivery and on-site service. These were and are the ingredients of the previous range. Thanks to this concept, e-Framer says it was able to quickly build up a considerable fan base and succeed in the market.

Now comes a bang: Ochsner Sport has purchased e-Framer with retroactive effect from January 1, 2022. "We are delighted to now have such an innovative and fresh brand as E-Framer as part of the Ochsner Sport family. E-Framer embodies our "Swiss Premium" claim in every respect," Ochsner Sport Head of Marketing Marco Greco is quoted as saying.But Ochsner Sport is not going it alone with E-Framer. Beat Feuz, a well-known athlete, will also be participating in E-Framer's success. In recent years, the most successful downhill skier of our time has continued to add e-bike riding to his training schedule and came into contact with the brand, which operates close to his original home. "Even the first spin on the E-Framer was great fun. All the more reason for me to look forward to this new role as an entrepreneur."

Ochsner Sport and Beat Feuz want to contribute to the development of E-Framer in their own way in the future. Ochsner Sport offers E-Framer a home in a Swiss-wide company with great purchasing power. This should make it easier for the brand, which is small in terms of international unit numbers, to procure materials and components. In addition, Ochsner Sport can now offer a dense network of sales and service points with its more than 80 stores throughout Switzerland.

The second partner, Beat Feuz, will also make a valuable contribution, provide feedback and play an active role in the further development of the E-Framer bikes. "Even though Beat Feuz is first and foremost an entrepreneur at E-Framer, his fame and popularity among the Swiss population will certainly earn the brand a few sympathy points," says Adrian Schiess, Head of Marketing at E-Framer, delighted with the prominent partner, "and having a successful company like Ochsner Sport and an uncompromising winner like Beat Feuz behind us makes all of us at E-Framer even more motivated to work on conquering the e-bike world."

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