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Snowsports brand Rossignol expands further into cycling with purchase of Felt Bicycles

Joseph Delves
3 Feb 2017

French firm bets on continued growth in the cycling market to offset frostier conditions in winter sports

In a deal big enough to peak the interest of Reuters, French snowsports firm Rossignol has bought up American bike maker Felt Bicycles. With an existing turnover of $60 million, Rossignol Chief Executive Bruno Cercley hopes to double that figure within five years.

Founded by Jim Felt in Irvine, California Felt Bicycles has supplied bikes to several Tour de France teams including Garmin–Slipstream and Argos–Shimano. Bill Duehring, President of Felt Bicycles, described the deal as an opportunity to expand the brand. 

‘It’s never been a better time to be part of the cycling industry – with more people than ever riding bikes to achieve their personal best in competitive events, improving their health or simply spending time outdoors,' Duehring said. 

'Felt are confident that this move will accelerate the development of the brand in this growing bicycle world.’

Internationally successful, Felt has been absent from the UK market for a couple of years, despite having a European headquarters in Edewecht, Germany. With the new owners looking to invest in the brand it’s likely to become more of a regular sight on British roads in the near future. 

Rossignol had already seemed keen to find something to occupy themselves during the warmer months, having bought French bike maker Time in 2015.

With the winter sports market stalling Rossignol, who own Look binding (sibling company of the famous inventor of the clipless pedal) along with Dynastar skis, are clearly hoping to jump into a market that Cercley believes is still growing at between 2 and 4% per year.

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