Kona Bicycles lives on. Only a month after Kent Outdoor abruptly stalled Kona’s operations on the Sea Otter Traditional, introduced job cuts and the sale of the 36-year-old model, the long run has taken a shocking however optimistic flip. The model has been purchased again by its unique founders, Dan Gerhard and Jake Heilbron, who promise to return Kona to its roots.
Based in 1988, Kona Bicycles was purchased by the Canadian sporting items firm Kent Outdoor in 2022. Nonetheless, the post-Covid financial system hit Kona arduous. After “a bumpy couple of years,” Kent Outdoor determined to hoist the “For Sale” check in April, opting to spend money on its water sports activities companies as a substitute.
“The sale of Kona is a vital factor of Kent’s current strategic evaluation. It gives us with the flexibility to deal with and spend money on our core progress manufacturers, help key accounts, and develop new outside merchandise,” mentioned Kent Govt Chairman Lee Belitsky in a press launch. “We’re happy to know that Dan and Jake are on the helm to maneuver this well-respected model ahead and proceed serving sellers and prospects.”
In the meantime, the founders categorical enthusiasm for the model’s future beneath its unique management.
“Jake and I are thrilled to as soon as once more lead and rebuild Kona,” Gerhard mentioned in an announcement. “With this return to being rider-owned and operated, we’re doubling down on our distinctive model legacy and getting again to some fundamentals.”
Fundamentals like renewing the model’s relationships with its North American and European sellers.
“Most of us began out in bike retailers, and in our eyes, IBDs are our strongest advocates and allies. Wholesome retailers are integral to creating positive that Kona followers in every single place expertise the experience of a lifetime,” Kona’s assertion reads.
To honor these seller relationships, Kona introduced it will pause direct-to-consumer gross sales.
“We’re pausing D2C for all bikes. Konaworld will present modifications to mirror this, and our social and communications channels shall be getting reworked as nicely as soon as we get issues rolling,” the discharge states.
When it comes to merchandise, Kona revealed that new stock is already on the best way. “New Kona stock is headed to our warehouse and distributors, and alongside the freshly launched Ouroboros, we’ve received some unbelievable bikes within the pipeline that we’re wanting ahead to unveiling.”
Kona additionally highlights the advantages of personal possession for its pricing technique. “We are actually positioned to cost our bikes rather more competitively. Personal possession permits us to be extra streamlined, extra versatile, and faster on our ft,” the press launch defined. “We’ll by no means do a BOGO Sale once more, so don’t ask, however we promise to supply good worth for good cash, all the time.”
In closing, Kona mentioned it’s going to proceed to function places of work in Ferndale, WA and North Vancouver, BC.
“Tenacious, resilient, straight-talking, gritty and typically coated in grease, we’re dedicated to maintaining the distinctly Kona-flavored bike buzz flowing, and serving to individuals discover freedom and enjoyable. We’re again. We’re nonetheless right here. Let’s experience.”
