EXEC: Fuji Brand’s Chinese Parent Pacific Glory Worldwide to Launch U.S. Distributor Network

Pacific Glory Worldwide, Ltd. (PGW), the owner of the Fuji, SE and Tuesday bike brands, has formed a dedicated distribution arm, the company said, which was “created to better serve U.S. bicycle retailers and adapt to the realities of a shifting global market.”

The China-based company said the new organization is designed to oversee sales and support for the company’s three bicycle brands, with a mission centered on “retailer success and long-term sustainability.”

The official media release stated that the new PGW USA structure will go live on January 1, 2026.

“As the global bicycle industry continues to adapt post-pandemic, with shifting consumer behaviors, supply chain pressures, and margin declines across retail channels, this new distribution approach marks a strategic shift back to a retailer-first model,” the company said in the December 17 media release. “By overseeing distribution directly, PGW aims to improve product availability, simplify communication, and maintain competitive margins that help independent shops stay profitable and successful.”

PGW Sales Director Anthony Mikrut offered, “Bicycle retailers are the heartbeat of this industry. Our decision to establish PGW in the United States as the distributor for our brands was motivated by a pressing need for a more agile and transparent approach. This approach prioritizes our retail partners, supports their profitability, and ensures they have the right product mix to meet local demand.”

The company said the move to launch a retailer-first strategy is a departure from broader industry trends, suggesting it will empower its retailer network to meet consumer demand through enhanced digital tools, improved marketing resources and increased in-store sales support.

“Marking a major strategic shift, PGW USA combines brand management and logistics under one team, enabling the company to respond more quickly to market changes while maintaining the global quality standards for which Fuji, SE, and Tuesday are known,” the company said. “Retailers can expect better forecasting, stronger brand stories, and direct access to marketing programs designed specifically for the shop level.”

Mikrut added, “This launch reinforces our belief that the future of this industry depends on strong retailer relationships. We’re not competing with our retailers; we’re investing in them.”

Image courtesy Pacific Glory Worldwide, Ltd.