Pon Holdings of the Netherlands has agreed to take control of the Union bicycle brand from Dutch Bicycle Group. Pon will market Union both in the Netherlands and other countries in North-West Europe. While Pon said that Dutch Bicycle Group remains a partner in Union, Pon did not disclose any financial details of the deal.
Union is one of Holland’s most popular bicycle brands. Union bicycles are known for their robust design and affordable prices. The acquisition enables Pon to access multiple growth segments in the West European bicycle market. The Union product portfolio will be extended and strengthened in the years coming. The Dutch dealer network is an important partner for Pon, which aims to consolidate and expand the brand’s market position.
“In a short period of time we’ve grown to become a significant player in the European bicycle market,” said Janus Smalbraak, chairman of the Executive Board of Pon, which has acquired Germany-based Derby Cycle and Tornoto-based Cervélo Cycles since 2011. “With the acquisition of Union we’ve strengthened our market position and are able to offer our retail partners an even more complete, premium quality product line.”
