Focus, a German bike brand acquired by Pon Holdings last year in its acquisition of Germany's Derby Cycle AG, will exhibit for the first time at the DealerCamp trade show in Utah this summer, according to show producer Lifeboat Events.

Lifeboat Events said Pon will exhibit both the Cervélo and Focus brands at DealerCamp this year. Cervélo, a Canadian brand, is widely sold in the United States and exhibited at DealerCamp last year, but Focus is a German brand that has had limited distribution in North America.  

Both brands were acquired by Pon last year as part of its aggressive expansion into cycling. The Dutch company had focused on automobiles and other forms of mechanized transportation until last year, when it acquired the venerable Royal Dutch Gazelle brand in a bid to gain a toehold in Europe’s exploding ped-elec market. A few months later it emerged as a white knight for Germany’s rapidly growing Derby Cycle AG when it was targeted by hostile takeover by Dutch rival Accell Group. Pon then snapped up Cervélo of Canada in December, 2011. In May, established a global cycling unit near Derby’s headquarters in Germany.

“We are delighted to add Focus Bicycles to the bike brands represented at DealerCamp,” said Lance Camisasca, president of Lifeboat Events. “Giving retailers these kind of options is part of our mission in helping retailers maintain and expand their offer and define their store's culture.”