Mavic, the French cycling components and accessories brand that was placed into receivership in May, has reportedly been acquired by French investment group Bourrelier.
According to reports the Bourrelier group, which formerly owned the French home improvement retail chain, Bricorama, provided a plan that would protect 105 jobs at Mavic, about half the current employees. The plan would maintain Mavic R&D facilities in Annecy, France and production in St. Trivier.
“Mavic must rediscover the dimension of a family SME with agile governance and short and autonomous decision-making circuits that it has lacked in recent years and with a refocus on what has made the success of the brand,” a Bourrelier Group representative told France Bleu.
In an effort to return to the forefront of the industry, the new owners said they plan “to refocus on the rim, hub and wheel in aluminum and carbon which have made Mavic successful and [well-known] among customers in search of performance.”
The change would downplay Mavic’s shift towards its accessory line of clothing, footwear and helmets.
Regent LP, a California-based group, acquired Mavic from Amer Sports last year. Regent — which also acquired the Redline, iZip and Diamondback brands from Accell Group last year —told Bicycle Retailer and Industry News (BRAIN) that Mavic U.S. would remain unaffected by the receivership in France. However, BRAIN said it’s unclear what role Regent plays in the French receivership process.
Photo courtesy Mavic
