Santa Cruz Bicycles sold to Pon Holdings

One of the best brands in the industry is acquired by Dutch holding company

News
A group ride gathers at the headquarters.

A group ride gathers at the headquarters (click to enlarge).

Official Release: Pon Holdings acquires Santa Cruz Bicycles

Almere, 3 July 2015 – With immediate effect, Pon Holdings acquires Santa Cruz Bicycles, the California-based market leader in high-end mountain bikes. Their product range currently includes 16 models are sold in 70 countries did under the brand names of Santa Cruz and Juliana.

The company which Founded in 1993 by former professional skateboarder Rob Roskopp and his associate Rich Novak. The first bicycle rolled out of Their California factory a year later and the design, testing and assembly has Remained in Santa Cruz eversince. Under this new agreement, the company will continue to be based in Santa Cruz and Rob Roskopp will stay on as CEO. The current management team will remain in place and therefore continue to be the driving force behind Further success at Santa Cruz Bicycles.

Carbon frames are the company's bread and butter.

Carbon frames are the company’s bread and butter (click to enlarge).

Pon Bicycle Group

Within Pon Holdings, Santa Cruz Bicycles will become part of the Pon Bicycle Group. With the acquisition this year of Earlier BBB Cycling, to internationally operating manufacturer of bikewear, accessories and parts, and the addition of Santa Cruz, the Pon Bicycle Group is making important steps in its development. The portfolio is now composed of: Santa Cruz, Juliana, Cervélo, Focus, Gazelle, Union, Kalkhoff, Univega, Rixe and BBB Cycling. The Group has production facilities all over the world, Including in The Netherlands, Germany and the United States, and is active in over 80 countries. This year, some 800,000 bicycles Will Find Their Way to customers around the globe, generating on expected turnover of over 600 million euros.

About Pon Holdings BV

Pon, one of the Largest Dutch family businesses, is an international trading and servicing company, with a great variety of activities. With Approximately 13,000 employees spread over 450 branches, Pon is active in 32 countries.


About the author: Francis Cebedo

The founder of mtbr and roadbikereview, Francis Cebedo believes that every cyclist has a lot to teach and a lot to learn. "Our websites are communal hubs for sharing cycling experiences, trading adventure stories, and passing along product information and opinions." Francis' favorite bike is the last bike he rode, whether it's a dirt jumper, singlespeed, trail bike, lugged commuter or ultralight carbon road steed. Indeed, Francis loves cycling in all its forms and is happiest when infecting others with that same passion. Francis also believes that IPA will save America.


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  • eastcoastpally says:

    Very sad news.

    Here come the press fit BBs…

  • K. Fritz Lehr says:

    Sad day, I have bought Santa Cruz bikes for years, mainly because they are great bikes and made in the USA. Of course, the carbon frames were not made here, just assembled here. Nothing against the Dutch or Pon, but I will probably look elsewhere for my next bike.

  • Dave Bro says:

    Maybe the Santa Cruz bigots will stop referring to it as a “boutique” brand now…

  • Jeff says:

    Might as well have sold out to Dorel… end of the line for Santa Cruz.Hopefully they fall out of the spot light as peacefully and gracefully as Canondale and not become as much of a crap company as Schwinn or Huffy.

  • Robert says:

    I do not think this will hurt Santa Cruz or “gut the brand”. If anything it will give them access to even better manufacturing and possibly better delivery. Cervelo became a better brand that continues to innovate and now has better customer service from what I hear.

  • ljsmith says:

    Has any bike company gotten better after being bought out? I can’t think of one.

    • hellbelly says:

      At best case, a company gets absorbed ala Bontrager and becomes something different. Worst case they disappear like Klein. I was a huge SC fanboy having owned 5 different bikes from them since ’99. I jumped ship last year and went with a Banshee, a company that ironically reminds of how the early SC used to be. SC’s exponential price increases at the top end just don’t cut it for me. I have demoed two different $10K + rigs from them and while they were good they weren’t nearly as mind-blowing as their prices would dictate. I haven’t looked back.

  • paul sadoff says:

    I am not worried about the products. I am worried about the employees. There’s a heck of a lot of excellent people there and buyouts like this don’t usually mean good news for the staff. I really hope that I am wrong.

  • Santa Cluez says:

    Santa Cruz had been getting kind of sheet-tay lately anyhoo…so no biggy.

  • Elmer Fudd says:

    Not a problem at all. In fact, Santa Cruz Bicycles will have the bankroll now to expand to other continents in a big way. Nothing has changed as far as staffing, and quality is still the same. Pon is not going to F-up a good thing. Other bike brands should watch out overseas.

  • jonshonda says:

    Santa Cruz is an American success story. Starting with nothing and built a legendary company. Maybe the owners will stay on as consultants? It will be interesting to follow them to see what the next project is. Negative comment would be that 9 times out of 10, being acquired by a “Trading Company” usually means someone is looking to make money.

    I see Santa Cruz loosing a lot of loyal and potential customers because of this. It is interesting the owners didn’t make a statement prior to this news breaking. Shame.

  • SC Local says:

    With this move it means to a lot of jobs are going to be lost here in SC. They build up all the bikes here but that will surely be done overseas now. The price of the bike will remain the same but the profits will be better for the new out of town owners. Sad day for the employees.

  • BayAreaMTN says:

    Sad day…there is another Santa Cruz bike company though. IBIS 🙂

  • Stan says:

    This will be great for all involved…humored by the doom and gloom soothsayers…
    Cervelo has been improved since the buyout…better inventory pricing and mgmt.
    Pon stays clear…all good.

  • Corth says:

    Isn’t that the business model today? Build a brand and then sell it to deep pocket investors. Retire to the Cote d’Azur. It’s sad to the the brand’s dynamics change, but can you blame Santa Cruz’s owners for selling?

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