Former President and CEO of the Vermont Teddy Bear Company Elisabeth Robert has acquired a majority interest in premier women's cycling company Terry Precision Cycling. Terry’s founder Georgena Terry and VP of Marketing Paula Dyba will remain as continuing equity partners in the business.


Robert, who served as CEO of Vermont Teddy Bear Company for more than a decade, will also take on the role of CEO at Terry Precision Cycling effective today. Robert intends to move the headquarters of Terry Precision Cycling from its home in Rochester, NY to Vermont within the next year.


“Terry represents another original pioneering brand in its category, steeped in authenticity with a truly unique story in the growing market for women’s cycling,” said Robert. “After a great run at Vermont Teddy Bear, developing the Terry brand represents an extraordinary opportunity for me to leverage my experience and skill set in direct to consumer marketing and operations. As well as domestic manufacturing since Terry apparel is made in America. Terry is perfectly suited to benefit from association with Vermont and aligned with my commitment to the State, can provide a number of new, high quality jobs.”


“Liz brings her expertise as a business person and her enthusiasm as a cyclist to Terry Bicycles,” said company founder Georgena Terry. “Going forward, that will mean more Terry products available for the female cyclist through dealers, catalog, and web.  It's the logical next step in the evolution of women's cycling.”


Elisabeth Robert has a history of transforming companies. While at VTB she redirected it from a money-losing small company to a large, profitable one without losing its unique culture, passion for quality and customer service. VTB prided itself on manufacturing its teddy bears in Vermont. Robert was instrumental in opening a production facility in Newport, VT providing a rural area with numerous job opportunities. 

 

With a background in technology, Robert guided VTB to be an early adopter of the internet similar to Georgena Terry. VTB was ranked in the top 50 retail websites in the country by Internet Retailer. Robert also led the Company with progressive but profitable approaches to direct response radio and television, as well as catalog and online marketing.