Juliana Bicycles will no longer produce bicycles under its own name. The former sister brand will be fully reintegrated into Santa Cruz. Models such as the Furtado, Roubion, Wilder, and Joplin will thus disappear, as will the Juliana logo on the down tube.

The brand’s history began in 1999 with a Santa Cruz model named after mountain bike world champion Juli Furtado. In 2013, it became an independent brand specifically targeting female mountain bikers. The frames were largely identical to the corresponding Santa Cruz models, supplemented by unique color schemes, customized suspension components, and other contact points.

For existing customers, little is expected to change for the time being. Warranty, support, and the model catalog will be handled by Santa Cruz. However, no new bikes are listed on the former Juliana website. Juliana explains this move by stating its intention to continue its previous work under the larger umbrella of Santa Cruz in the future.

The timing is noteworthy: Santa Cruz is also part of the Dutch bicycle group Pon.Bike. Pon.Bike had announced, practically at the same time, that it would be closing the historic Cannondale headquarters in the U.S. state of Connecticut. 143 jobs are affected, and global functions will be consolidated in the Netherlands and Freiburg. The U.S. sales operations of Cannondale, Santa Cruz, and Cervélo are also set to be more closely integrated.

julianabicycles.com