Sugoi Performance Apparel Acquires Sombrio Brand

Jan 20, 2014
by Tyler Maine  
SUGOI Performance Apparel, a brand of Dorel Industries (TSX: DII.B, DII.A), today announced the acquisition of mountain bike and lifestyle apparel brand Sombrio. Founded in 1998, Sombrio is the purveyor of world-leading design and manufactured high performance apparel, outerwear and street wear. The purchase price was not disclosed.

There are a number of synergies in adding Sombrio to the SUGOI family,” stated Kyle Weiner, President of SUGOI. “We’ve been an admirer of the Sombrio brand for many years, and its addition will provide strong growth momentum for the combined companies. This was a natural fit for us and an incredible way to expand our portfolio of apparel, developing Freeride, gravity, and lifestyle mountain bike offerings.

Sombrio was at the event with their rig and pumptrack definitely a popular spot for the kids.

Dave Watson, Sombrio founder and Canadian North Shore Freeride pioneer is enthused about the potential of Sombrio’s next chapter. “I welcome the opportunity this acquisition creates as well as the boost Sombrio will see in future products and improving relationships in our market. I’m thrilled to lead the charge on the growth of Sombrio alongside a new team. Our brand will drive innovation with some of the best athletes and creative minded individuals in the two wheel space.

For more information on the SUGOI and Sombrio acquisition, visit and follow the brand on Facebook and Twitter. Follow the Sombrio story at and on Facebook, Twitter, and Instagram.

About SUGOI:
Since 1987, Sugoi has been focused on inspiring confidence through its highly technical athletic products, made using the finest materials available. For more information on SUGOI please visit It is a leading manufacturer and distributor of world class cycling, run and triathlon apparel and outdoor gear.

SUGOI is a division of Dorel Industries (TSX: DII.B, DII.A). Dorel creates style and excitement in equal measure to safety, quality and value. Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose, Caloi, IronHorse and SUGOI in Recreational/Leisure. Dorel has annual sales of US $2.6 billion and employs 6,300 people in facilities located in twenty-four countries worldwide.

Whenever Dave Watson of Sombrio got a little tired he simply walked outside grabbed a bike and rocked a couple of laps on the Sombrio portable pump track.

About Sombrio:
Founded in 1998 by Dave Watson, an early pioneer of Vancouver’s North Shore gravity-fueled Freeride movement. Sombrio was developed to fill a functional and aesthetic void within this emerging market. With Freeride at its core, Sombrio is the purveyor of world-leading design and manufactured high performance apparel,outerwear and street wear for the West Coast Inspired.

More than “mountain bikers,” Sombrio is creators of innovative elements to live and breathe the two-wheel culture. While firmly planted in his roots, Watson who is famous for jumping the Tour de France peloton on his bike, believes that the basic bicycle is the catalyst to a better world.

We inspire the world to ride bikes.


  • 33 0
 Sugoi performance and sombrio looks? Yes please!
  • 3 0
 Agreed, from a product perspective this could be very good for consumers. Imagine the style of a Sombrio short with an integrated shammy that actually works.
  • 14 3
 The bigshots at Dorel apon their acquisition of Sombrio.
  • 8 1
 Given that Dorel brought back Cannondale and GT from the pits of financial oblivion (Motorcycles Cannondale, really?) the bigshots get a free pass.
It's good to see the Sombrio name won't vanish, I practically live in my storm jacket, gonna need a new one some day. But where does this leave Sombrio's existing staff? Are they going to end up like the Electra guys did with Trek and turn up to be fired on Monday? That would stink and I hope it's not in Dorel/SUGOI's plan.
  • 10 5
 I really hope not, if so I'm outa my dream job
  • 3 1
 Dave Watson is set for life. Dude deserves it.

I doubt Sugoi would go the route of firing most of the staff. I can imagine that they'd bring in some of their own upper management people but that'd be incredibly bad press for a company that seems "core" to the mtb community (aka not good for Sombrio). I don't think Sugoi would make such a terrible investment move. If it aint broke, don't fix it.
  • 4 1
Cannondale Motorcycles & ATV's were ahead of their time and were quite impressive, (when they worked)'s because of their innovations and gutz to try something new that the current pro moto's are liquid cooled 450's. At the time they came out, everyone else was running either a two stroke 250, or a bored-out 400 or 426 four stroke
  • 1 0
 I bet Sugoi paid 5 cents on the dollar to bail out Sombrio. Hope it does well.
  • 2 0
 Have you forgotten that Sombrio went bankrupt??? the staff lost out months ago, the sale of the assets is one of the lasts steps to try and pay off the outstanding debts....
The only winners will be the consumers and then only if Sugoi plans on getting rid of some of the horrific color schemes!
  • 2 0
too bad it was the motor that crippled the Cannondale motos, things were plagued with problems not only from the motor but also the electrical system.
  • 6 0
 Seems to have potential ingredients for success. Sugoi has the production and distribution mastery that Sombrio needs, and Sombrio provides Sugoi with a more appealing brand and all mountain image.
  • 7 0
 This is a great thing. Keeps the brand canadian and Sugoi clothing has always lacked a true MTB gear. Best of luck Sombrio
  • 3 0
 sugoi is out of Vancouver...
  • 2 0
 I think he meant it would keep Sombrio canadian
  • 5 1
 Watson is not set for life or even close. Sombrio was near death after some bad business decisions and I am sure that Dorel bought it for next to nothing. Glad to see they are going to pull through though.
  • 1 0
 Wrong. Watson has been set for life since his days in diapers.
  • 2 0
 This is Fantastic, Its a Win, Win and Win.
Its a great advancement for Sugoi to get into freeride/d/h clothing, Dave Watson Wins he is alowed to run Sombrio and "ride now" and Us the riders who wear Sombrio win, Sugoi has always built great products and keeps doing so, If Dorel is just the managing company what gives, it seems like they take their companies to the next level when they are good brands, just do a review of Sugois history it shows. Oh and Sugoi also began in Vancouver too. .Like Sombrio that's a cool deal!
  • 7 1
 Lol Kyle weiner
  • 1 0
 They used the word "synergies" in the first four words, its going to be bad. Acquired by Dorel, please bitches, the mega corporate back end company that owns everything. Grats, Sombrio is now riding high along other Dorel zeniths, like Schwinn and other grocery store brands. On the upside, I hope the former owners of Sombrio took the Dorel donkeys to the bank and cashed out solid.
  • 1 0
 Sombrio went into receivership. Assets- such as the name and inventory, were purchased from the bank by Sugoi. Probably for dirt cheap. Watson now owns 0% of the brand, which equals the same amount of Sombrio he owned the day they filed for Chapter 11. I think they are keeping Watson on as the product lead for Sombrio but he is now an employee of Sugoi. From an acquisition perspective, it is a perfect fit for Sugoi, and lends them instant credibility in the MTB world- a space where they are a fringe player at best. It has potential be a great move for Sugoi.
  • 1 0
 I've always been impressed with Sugoi for their clothing's performance and value, but have always thought they are lacking in the style department. Sounds like a good partnership for both parties.
  • 2 0
 Sounds like roach/race face to me. Maybe run some sombrio designs until they become 'Sugio' and after a year or two we've all forgotten about sombrio all together.
  • 4 0
 Better than bankruptcy.
  • 2 1
 Sombrio Shazam = great shoe. Please continue Sugoi/Sombrio but please increase instep height on large sizes. Not everybody is flat-footed.
  • 1 0
 Looks like Dorel is going to buy the hole mtb world. If they gonna do good things like they did with GT your welcome. I love Sombrio clothing
  • 2 1
 please keep producing your shoes sombrio, they are amazing. fantastic news.
  • 1 0
 so what does this mean for the entire Sombrio team of riders? are they going to become a part of this new venture?
  • 4 4
 good news, good for MTB to keep these guys around. a reduction of goofy in the design mix and Sombrio should do fine

yellow riding shoes. really.....?
  • 2 0
 Have you seen Mavic's line?
  • 11 1
 Mavic's clothing and shoe line is only viewable from behind a pair of welding goggles, very few have actually seen it.
  • 4 0
 yes yes, I'm sure they sell loads of yellow shoes the world is crying out for more yellow shoes meanwhile, on planet normal.....
  • 1 0
 really happy to hear that Sombrio is still going to be around. Great looking stuff!
  • 4 2
 Not sure about this move...
  • 2 0
 Bring that rad modular pump track back to my town, please!
  • 1 0
 Glad to know the Sombrio name will survive. Hope Sugoi don`t disolve the stuff....
  • 1 0
 Would rather support the little guy and local builders than throw any support to a brand that Dorel owns.
  • 1 0
 Sugoi has always been about performance. I like the older stuff that Sombrio made but the latest clothing looked cheesy.
  • 1 0
 I see this as positive. Sugoi has the business end figured out.
  • 1 0
 More Sombrio in France please Mr Watson!
  • 1 0
 Another good rider-owned brand falls under the wing of Dorel.
  • 1 0
 Next up on Chainlove - the entire Sombrio clothing line!
  • 1 0
 But will there still be a warehouse sale?
  • 1 2
 Was already bankrupt.

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