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Pon Holdings, a Dutch conglomerate, has just purchased Santa Cruz Bicycles (and Juliana) for an undisclosed amount. Pon also owns Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling.

What does it mean for the future of the brand? Co-founder Rob Roskopp will remain CEO and the current management squad will remain onboard, and the brand will retain its autonomy in creating and developing rad bikes. The added distribution and production potential of the conglomerate could really benefit Santa Cruz, especially in European markets. We also expect Roskopp and other stockholders will have themselves a fancy party. "Cha-ching!"


This news drops just a few days after Santa Cruz released its 2016 range, including this gorgeous new Nomad.

With a company this awesome, who wouldn't want a piece of the action?

Official press release below...

Almere, 3 July 2015 – With immediate effect, Pon Holdings acquires Santa Cruz Bicycles, the California-based market leader in high-end mountain bikes. Their product range currently includes 16 models are sold in 70 countries did under the brand names of Santa Cruz and Juliana.

The company which Founded in 1993 by former professional skateboarder Rob Roskopp and his associate Rich Novak. The first bicycle rolled out of Their California factory a year later and the design, testing and assembly has Remained in Santa Cruz ever since. Under this new agreement, the company will continue to be based in Santa Cruz and Rob Roskopp will stay on as CEO. The current management team will remain in place and therefore continue to be the driving force behind Further success at Santa Cruz Bicycles.

Pon Bicycle Group

Within Pon Holdings, Santa Cruz Bicycles will become part of the Pon Bicycle Group. With the acquisition this year of Earlier BBB Cycling, to internationally operating manufacturer of bikewear, accessories and parts, and the addition of Santa Cruz, the Pon Bicycle Group is making important steps in its development. The portfolio is now composed of: Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling. The Group has production facilities all over the world, Including in The Netherlands, Germany and the United States, and is active in over 80 countries. This year, some 800,000 bicycles Will Find Their Way to customers around the globe, generating on expected turnover of over 600 million euros.

About Pon Holdings BV

Pon, one of the Largest Dutch family businesses, is an international trading and servicing company, with a great variety of activities. With Approximately 13,000 employees spread over 450 branches, Pon is active in 32 countries.

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