Trek acquires Electra Bicycles

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Trek Bicycles announced today it had acquired Electra bikes in a move that will certainly expand the brand’s market share in the cruiser and leisure market. Electra will get access to Trek‘s vast resources for product development, dealers, manufacturing and more.

“I have always admired the Electra Brand, said Trek president John Burke in a press release. “Skip and his team have done some amazing things with limited resources. Trek will be able to provide financial, supply chain, distribution, and sales support that will help Electra take its business to the next level and will stay out of their way when it comes to product and marketing.”

The two brands know each other well. In 2011, Electra filed a lawsuit against Trek for infringing on its FlatFoot geometry that allows a forward pedaling position that lets riders rest their feet on the ground. The feature is spread throughout the Electra lineup.

While Trek is based in Waterloo, Wisconsin, Electra will remain in its headquarters in Vista, California.

 

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