Founded in 1991 in California, USA, Felt Bicycles manufactures performance, drop-bar road, triathlon, track, cyclocross, gravel, and adventure bikes. During its 30-year history, the company has “pioneered carbon fiber usage in bike design, set new standards in mountain bike suspension systems and revolutionized aerodynamic development in the pursuit of the ultimate racing equipment.”
Stefan Pierer, CEO Pierer Mobility AG said, “The acquisition of Felt Bicycles fits perfectly with the overall strategy of Pierer E-bikes that of becoming a global player in the field of two-wheel mobility, with both electric and non-electric bikes, across all cycling categories. With Felt we are able to expand our bicycle portfolio and also strongly enter the North American market with an established, high-performance brand. The company is also heavily involved in competition, which brings an extra attraction for us.”
Pierer Mobility AG, the group behind brands including KTM, Husqvarna Motorcycles and GASGAS, established Pierer E-bikes GmbH in 2019 focused on “innovation, advanced technology and leading design into the bicycle market.” The company “continues building a portfolio of premium bicycle brands, covering all categories, with Felt Bicycles now set to join Husqvarna E-Bicycles, GASGAS and R Raymon.”
The acquisition consists of three components: purchasing Felt brand assets, business assets in Europe and North America, and integrating the global workforce into Pierer E-bikes GmbH’s team structure.