FEATURE
Mountain bike legend and ABUS-sponsored rider Cedric Gracia. Photo: Sam Decout
Headwinds and tailwinds
Since it was founded in 1994, ABUS kept a firm focus on the commuting and leisure markets, but in 2016 jumped into the high-performance scene. Here’s how the future looks for the German brand
U
nlike many brands in the cycle industry, ABUS is a name that will be recognised far outside of the bike trade bubble.
Initially founded in 1924 as a padlock manufacturer, the
brand remained focused on the producing innovative locks, including the first ever U-lock, before ABUS made the fateful decision to branch into bike helmets in 1994. Fast forward to 2022, August Bremicker und Söhne (August Bremicker and Sons) is
one of the most recognisable helmets brands on the market, in part thanks to its major focus on performance, from WorldTour road cycling to triathlon superstars. But the decision to focus on the high-performance side of the trade is a recent development for ABUS, so how did it come about?
“Since ABUS started making helmets in 1994 our focus has been primarily on commuting, leisure and kids helmets,” said Roger Seal, sales and marketing manager for ABUS Mobile Security
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