Kona returns to its roots

Kona Process

Photo: Kona

Rear triangles with huge steel spring shocks, rockers and brake torque arms, Marzocchi forks at the front and iconic names like Stinky Deeluxe and even more iconic riders like John Cowan or Robbie Bourdon: bike manufacturer Kona is closely associated with the freeride revolution that took off at the beginning of the noughties. Recently, however, Kona hit the headlines with a 2-for-1 promotion and rumors of a sale. Now a new and old solution for Kona is at the start.

In 2022, Kent Outdoors acquired the cult brand Kona. Kent Outdoors is primarily present in water sports and wanted to break into the bike industry with Kona. This investment did not pay off, as the bike industry developed in the opposite direction after the peak in demand in 2020 and 2021. Kent Outdoors recently announced its intention to sell Kona.

And that has now happened: Company founders Dan Gerhard and Jake Heilbron are buying Kona back. In a letter, the two protagonists trace the history of the company and announce the buyback. The focus of the sales model is to be placed back on distributors and specialist retailers, and a direct-to-consumer model is no longer planned. A so-called bogo sale, in which products are given away, is also to be a thing of the past. This is exactly what happened at the end of 2023, when a second bike was given away for free with the purchase of a Kona Process bike.

konaworld.com