Florida-based distributor JBI, a national bicycle distribution company, has announced the acquisition of Pure Cycles, an omnichannel bike brand.
The deal will better serve the customers of Pure Cycles by adding resources for distribution and operations, and for JBI to add a modern, aspirational cycling brand to its product offering.
Pure Cycles launched in 2011 and was among the first direct-to-consumer brands. The brand specializes in stylish, affordable bikes for every rider. Originating as Pure Fix Cycles, Pure Cycles has steadily grown into one of the largest omnichannel bike brands.
“We believe that Pure Cycles is a pioneer in selling affordable bikes both directly to consumers and through some of the best independent bike shops around the globe. We think our 200k+ customers would agree.” Jordan Schau, a co-founder of Pure Cycles, said, “Within the JBI network, we believe Pure Cycles will see tremendous growth and continue to thrive as a leader in the market.”
“Pure Cycles was founded with one mission in mind: to get more people on bikes. At JBI, we believe cycling can solve many of the world’s challenges, and by combining forces, we’re hoping to put more people on simple, affordable,awesome-looking bikes,” said JBI CEO Mitch Gurdjian in a message to JBI customers.
Fishman and Schau will remain with the brand at its Los Angeles headquarters.
“Pure Cycles will continue to operate as a stand-alone brand with the distribution support of JBI,” Gurdjian said.
“Within JBI, we have an amazing opportunity to help lead a transportation revolution in the US. There is a huge demand for affordable, stylish bikes that are distributed through trusted sales channels, and we are seeing this now more than ever.” Fishman said. “We could not be happier to be joining forces with such a great, like-minded company in JBI as we continue our mission to get more people on bikes.”
The deal was completed in April 2020, and the businesses are currently integrating operations. Pure Cycles will begin shipping from JBI warehouses in May 2020. Pure Cycles was represented by Bell Lap Advisors on the transaction.
Photo courtesy Pure Cycles