Niner Bikes to be Acquired by Emersion International Limited

We are pleased to be able to advise all our loyal customers across New Zealand that Niner Bikes has been acquired by investment company Emersion International Limited.

Chris Sugai, co-founder of the brand in 2004 will remain as President and there will be no change to the Colorado-based team or the international distribution network.

In a recent media release (in full below), Chris explains:

“We had been looking for an investor that would allow us to take advantage of what we’ve built as a company while providing the resources to maintain our competitive edge,” noted Chris Sugai, President of Niner. “EIL is a great fit for us because it recognizes our future potential and will enable us to operate independently.”

Mauri ora,

James and Sarah

 

(FORT COLLINS, Colo.)   February 16, 2018 – Niner Bikes, a leader in premium off-road bicycles, announced today that investment firm Emersion International Limited (EIL) has filed a motion to acquire the business out of bankruptcy proceedings.  The transaction is expected to be completed in mid-March.

“We had been looking for an investor that would allow us to take advantage of what we’ve built as a company while providing the resources to maintain our competitive edge,” noted Chris Sugai, President of Niner. “EIL is a great fit for us because it recognizes our future potential and will enable us to operate independently.”

Sugai will continue as president of the organization he co-founded in 2004.  Niner currently has 31 employees, all located in the Fort Collins headquarters.  No changes are planned for the Fort Collins team or its independent bicycle dealer and international distribution network.

“Our long-term growth strategy requires a partner with the resources to invest in R&D and better serve our customers and riders. We strongly believe in the growth opportunities in the premium, off-road cycling market. The investment of EIL positions us for future growth,” Sugai stated.

“EIL was attracted to us because of our strong brand and record of success. Its investment will allow us to strengthen our presence in the independent bike dealer network, including in the international market.”

The EIL investment firm wants to establish a leadership role in premium global outdoor brands. The firm seeks premier brands to expand its portfolio, to augment options for independent bike dealers, and to take advantage of Niner’s international distribution network. 

Financial details of the deal were not disclosed.

Niner Bikes was founded in 2004 focused on the needs of the 29-inch mountain bike revolution. Since then it has diversified its offering to other wheel sizes as well as other cycling disciplines in the off-road segment. 

Emersion International Limited (EIL) is a global holding company of outdoor brands. EIL seeks high-end outdoor companies and maintains each operation as a separate business entity.

For more information, contact Chris Sugai at:  chris@ninerbikes.com

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