Santa Cruz now belongs to the Dutch

Santa Cruz and its Juliana brand are now under the holding umbrella of Pon Holdings B.V. with immediate effect. At the beginning of the year, Pon had already bought the accessories specialist BBB Cycling, and now the deal with the Californian high-end specialist is the next big thing.

The Dutch company conglomerate Pon is mainly active in the automotive sector, but also has an increasingly strong foothold in the bicycle industry: Pon will be represented with its bicycle brands Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega and Rixe will sell around 800,000 bikes to customers in 2015. The group is active in over 80 countries. Turnover for 2015 is estimated at over 600 million euros.

The bikes from Santa Cruz and Juliana are marketed in over 70 countries. Former professional skateboarder Rob Roskopp founded the company with his partner Rich Novak in 1993. With the new deal with Pon, the current management team will remain in place, the company will continue to be domiciled in Santa Cruz and Rob Roskopp will continue to serve as CEO.

How will sales for Switzerland work in future?

The takeover of bicycle manufacturer Santa Cruz and its subsidiary brand Juliana Bikes by Dutch company PON Holdings B.V made headlines at the end of last week. As a long-standing Swiss distribution partner of the two US brands, Trailworks welcomes this move - and can assure you that there will be no changes to distribution in Switzerland. Competition in the bike business is getting tougher. In order to survive in this environment, it is advisable for smaller manufacturers to join forces with a larger company. This is exactly what Santa Cruz and its subsidiary brand Juliana Bikes have now done: the two cult brands are now operating under the umbrella of Dutch company PON Holdings B.V., which is broadly positioned in the bicycle segment with brands such as Cervélo, Focus, Univega, Kalkhoff, Gazelle and BBB and produces over 800,000 bicycles per year. This opens up new financial opportunities and synergies for Santa Cruz and Juliana Bikes. This ensures that the two brands will continue to be among the most innovative suppliers in the industry. It is important to note that PON Holdings B.V, which grew up as an automotive supplier, will grant the two brands extensive entrepreneurial freedom: company founder Rob Roskopp as Managing Director and the entire management team will remain in office, and the two companies will continue to be domiciled in Santa Cruz. There will also be no changes for Swiss specialist retailers following the change of ownership: Trailworks KG, based in Ennenda in the canton of Glarus, will remain the distribution partner - and will continue to make the expertise it has accumulated over many years in terms of product range and spare parts supply available to dealers in Switzerland. Rudy Hauser and his team are delighted to be able to continue to represent the two brands Santa Cruz and Juliana Bikes as distribution partners in Switzerland. And of course we are looking forward to further innovative products.
(Trailworks press release)

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