Avanti buys Pacific Brands Bicycle Division
- by Christopher Jones
- Published: 18 August 2011
On 1 September the Avanti Bicycle Company Ltd officially take over the bicycle division of Pacific Brands. The Avanti Bicycle Company Ltd is part of the New Zealand based Sheppard Group with it’s own Avanti Brand plus distribution for Raleigh, Scott and DT Swiss and has over 40 Avanti Plus branded stores in Australia.
Pacific Brands carry Masi, Malvern Star, Haro, Ridley, Repco, Diamondback and Norco bike brands as well as Bell, Rosebank, Giro, Blackburn, Park Tool Co, Finish Line and Cateye plus run their brands through 23 Bike Hub ‘branded’ stores in Australia.
Avanti will rely on the Pacific Brands logistics for some time to ensure a smooth transition without disruption to both business units for Australia and New Zealand. The former Pacific Brands bicycle division general manager Steve Paraskevas becomes the Australian General Manager with headquarters in Altona North in Victoria.
The Managing Director and owner of the Sheppard Group, John Struthers comments "the purchase is a strategic one for us and the economies of scale it will deliver across purchasing, marketing, warehousing, account servicing, product development and brands will bring with it many positives for us, our suppliers and for the bicycle retailers".
Steve Paraskevas adds "We will have the most compelling range of product in the market and with the collective group of brands and a wider distribution network we will be able to channel more investment into areas such as marketing and product development to continue to help grow cycling in Australia and New Zealand".