January 07, 2014 (Waterloo, WI/Vista, CA) – Trek Bicycle has acquired the Electra Bicycle Company in a move that joins the bicycle industry’s leading performance brand with the most popular name in lifestyle cycling. Joining the Trek family provides Electra with business and logistical support as well as distribution assets that will ensure the growth of the brand.
“I have always admired the Electra Brand, said Trek president John Burke. “Skip and his team have done some amazing things with limited resources. Trek will be able to provide financial, supply chain, distribution, and sales support that will help Electra take its business to the next level and will stay out of their way when it comes to product and marketing.”
“We’re thrilled to have a great new partner in Trek,” said Electra president Skip Hess. “It’s going to give us the resources to grow the Electra brand and get more people everywhere riding and loving Electra.”
The Electra brand will continue to be managed and marketed at its headquarters in Vista, California.