Ridley and Merckx merge

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Ross
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Ridley and Merckx merge

Postby Ross » Sat Jun 24, 2017 7:59 am

http://www.bicycleretailer.com/internat ... U2OYVGLmUk

Race Productions NV, parent company of Ridley, is taking over Belgian brand Eddy Merckx. In a press release, Bart van Muylder, CEO of Diepensteyn NV and owner of Eddy Merckx Cycles, said that the company’s limited scale has had a negative impact on its purchase and sales prices.

“As a small player in the industry, we simply do not carry enough weight internationally to attract the strongest distribution partners,” he said. “If the Merckx brand really wants to break through worldwide, it must join a big player. We considered it our responsibility to keep this piece of Belgian patrimony in Belgian hands. Ridley … with its worldwide distribution is the ideal party to carry on this tribute to Eddy Merckx.”

Eddy Merckx Cycles sold nearly 1,500 bikes in the US last year.

Jochim Aerts, CEO of Ridley, said both brands share synergy. "This brand has so much history, was often a frontrunner among the bicycle brands and means so much to the Belgian cycling industry. Eddy Merckx and Ridley are the two of the most renowned Belgian cycling brands and they can now strengthen each other.

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ValleyForge
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Location: Brisbane

Re: Ridley and Merckx merge

Postby ValleyForge » Sat Jun 24, 2017 11:02 am

I'm thinking excellent news. But always wary of a press release that uses the word "synergy".
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