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Cervélo and Focus to cooperate on global supply and sales


Two of the world’s most successful bicycle brands will join forces and cooperate in sales and support functions. Fast growing Focus Bicycles, hailing from Germany, and iconic road and triathlon bike company Cervélo Cycles have grown steadily in recent years and will now leverage their strong parent organization, Pon Holdings, to the benefit of both companies.

This joint relationship ‘will allow both companies to serve customers more efficiently with a stronger product portfolio while maintaining their distinctive brand identities and autonomy.’

Design, engineering and marketing for each brand will remain separate to preserve the essence and distinctive DNA of each brand. Cervélo engineering, design and marketing will operate from Canada while Focus will continue to be led from Germany.

Focus and Cervélo share similar engineering and performance-driven philosophies, along with complementary product lines. The companies will coordinate back office functions to improve delivery, quality and dealer service; sales and customer service teams will be coordinated to improve dealer service and sales support.

Through this new relationship North American and European sales teams will sell both Cervélo and Focus brands. News that both performance-driven brands, with complementary model lines and pricing, will come from a common source ‘has brought an enthusiastic response from sales representatives and retailers alike.’ Both groups see the move as a way to improve communication, distribution, retail presence and overall sales efficiencies.

North American logistics will be managed from the United States and Canada, while European logistics for Cervélo will be managed from Germany through a network of distributors and company sales reps. These moves will increase production capacity and improve delivery time for both brands.

“Our primary goals for all the markets we serve will be to deliver exceptional products, customer service and profits to our customers,” said Mathias Seidler, Focus CEO.

Scott Rittschof, the Head of Focus USA, continued “In line with that, we won’t force-feed retailers products they aren’t asking for, nor offer complex sales programs. Both are unwelcomed trends today. We only want our retailers to carry both lines if it makes sense for them.”

“We view this new relationship as smart business from all angles,” said Phil White, CEO of Cervélo. “The combined resources of Focus and Cervélo backed by Pon are already improving our delivery and supply. The synergies gained through joint sales and logistics teams will allow us to better serve our customers, while still preserving the unique elements of each brand. It is a win for all involved.”

Phil White and Gérard Vroomen founded Cervélo in 1995 when their design for a new time trial bicycle failed to garner interest from traditional bicycle manufacturers. Today, Cervélo is the largest triathlon bike manufacturer in the world and partners with the world’s most established and successful triathlon team, Team TBB and one of the world’s top pro road cycling teams, Team Garmin-Barracuda.

Cervélo is recognized internationally as one of the most innovative and fastest growing bike manufacturers. Readers of VeloNews, CycleSport, Inside Triathlon and Slowtwitch (all publications for serious cyclists and triathletes) all voted Cervélo as the #1 as the brand they intend to purchase.

Focus Bicycles, a brand of Derby Cycle AG, is dedicated to enhancing the cyclist’s experience with premium, race-inspired machines, which integrate German engineering, precision design and cutting-edge technology. True to the brand’s German lineage and world championship pedigree, FOCUS bicycles are developed, built, tested and delivered with utmost efficiency and to exacting standards.