NEWS HUB
Look Cycle acquires Pembree
LOOK Cycle has announced the acquisition of Pembree. It is hoped that this will advance Look’s commitment to the
gravity MTB market through Pembree, the British brand known for high-performance, sustainably made gravity pedals and accessories.
This acquisition allows Look Cycle to strengthen its footprint in Enduro and Downhill, broadening its gravity pedal offering and leveraging the industry-leading insights of Pembree’s founder, Phil Law, who will continue to lead the brand. Law commented: “I’m excited to join Look Cycle, the gold standard in pedals.
“This acquisition opens up fantastic opportunities for Pembree by tapping into Look’s recognised expertise in product design,
manufacturing, and distribution. “I’m also looking forward to bringing my experience in the gravity space to the team, helping drive our growth in this segment.” Products developed under the Pembree brand will join the
Gravity family (Trail Roc, Trail Roc+, etc.) within the Look range. Additional product developments are also underway. Federico Musi, CEO of Look Cycle, concluded: “This acquisition
strengthens Look’s commitment to pedals, expanding our gravity offering with additional pedal options and new accessories. “The Pembree brand will help us target new markets and expand our customer base.”
Giro and Bell to go dealer-direct and direct-to-consumer
REVELYST has announced an expansion of its dealer-direct and direct-to-consumer model for the Giro and Bell brands in the United Kingdom. From January 2025, Revelyst will directly oversee the sale and distribution of Giro (bike and snow) and Bell (bike and powersports) products within the UK, engaging directly with UK retailers and consumers. The firm aims to provide UK consumers with an improved
Bikebook and Hygge Bikes announce strategic
partnership BIKEBOOK has announced a new partnership with Hygge Bikes, a direct-to-consumer e-bike brand. This collaboration aims to improve Hygge’s customer experience, enabling the brand to expand its demo and sales network while providing accessible maintenance services across the country. By partnering with Bikebook, Hygge will leverage a network of independent, highly-trained mechanics in major UK cities, providing on-the-ground support for warranty claims, servicing, and other post-purchase needs. This level of accessibility is unprecedented in the direct- to-consumer bike market, enabling Hygge to deliver a more robust, customer-centric experience.
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shopping experience, increased access to the full range of Giro and Bell products, exclusive product launches, and enhanced customer support. There will also be direct channels for
support, education, and engagement. UK retailers and customers can expect
further developments in the coming months, including the launch of refreshed e-commerce
platforms for both Giro and Bell (full story on P26). Pas Normal Studios expands in China
DANISH cycling apparel label Pas Normal Studios has announced its strategic expansion in China, including establishing a new business unit and a dedicated office in Shanghai.
This marks a significant milestone in the brand’s bid to strengthen its regional presence, transitioning from its distributor-led model. Pas Normal Studios’ long-term strategy includes the development of two flagship retail stores, targeting Tier One cities – Shanghai and Beijing. The first store is slated to open in 2025, marking the full
transition of retail operations.tailed product descriptions to help them sell more online.”
January 2025 | 15
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