Trek Swoops Up Electra Bicycles

by editors on January 6, 2014

TownieIn yet another sign of consolidation in the bike business, Trek (one half of American bicycling’s two-headed monster) has reportedly purchased Southern California beach cruiser maker Electra Bicycles, according to a story on Bicycle Retailer.

“I have always admired the Electra brand,” said Trek president John Burke, in the press release. “Skip [Hess] (Electra president) and his team have done some amazing things with limited resources. Trek will be able to provide financial, supply chain, distribution, and sales support that will help Electra take its business to the next level and will stay out of their way when it comes to product and marketing.”

So far the Electra teams says they will stay in their Vista, California headquarters. We’ll see how long that lasts.

[Link: Bicycle Retailer and BikeHugger]

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