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.”
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 SUGOI.com and follow the brand on Facebook and Twitter. Follow the Sombrio story at www.sombriocartel.com 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 www.sugoi.com. 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.
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.
“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.”
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 SUGOI.com and follow the brand on Facebook and Twitter. Follow the Sombrio story at www.sombriocartel.com 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 www.sugoi.com. 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.
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.
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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.
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.
Cannondale Motorcycles & ATV's were ahead of their time and were quite impressive, (when they worked)....it'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
The only winners will be the consumers and then only if Sugoi plans on getting rid of some of the horrific color schemes!
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.
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!
yellow riding shoes. really.....?
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