Mavic Saved by Bourellier Group, Focus to Return to Wheels

Jul 22, 2020
by James Smurthwaite  
Mavic XA Pro Carbon Wheels by Vernon Felton

After being placed into receivership in May, a buyer has been found for struggling French brand Mavic. According to Bicycle Retailer and Industry News, at least 14 bids were placed on Mavic, including offers from Fox Factory and Tour de France legend Bernard Hinault, but the French media are reporting that Bourellier Group have emerged with the approved bid.

Formerly known as Bricorama, a home improvement retail chain that first opened in 1975, Bourellier also operate the Gamma and Karwei brands in Belgium and The Netherlands. The Group intends to keep both Mavic's R&D site in Annecy and its production facitility in Saint Triviers open and is claiming it will retain 105 jobs, which is just under half of the Mavic workforce.

Mavic made its name producing wheels and its distincitve Deemax range was at one time the hoop of choice for gravity mountain bikers. In recent years it has branched out into other product lines including footwear, apparel and pedals. However, it sounds like Bourellier will now be stripping back Mavic to focus solely on wheels. A press release said the brand intends to, "refocus on the rim, hub and wheel in aluminum and carbon, which have made Mavic successful and notorious among customers in search of performance."

Mavic test lab
Mavic's test lab will continue to run under the ownership of the Bourellier Group

Bourellier's plan also includes modernizing Mavic's production tooling. It says, "With the takeover of Mavic, Bourrelier Group is committed in the long term to redeploying a French industrial company of international renown around a new project which will draw on the know-how and the strengths of the company."

This is the latest in a line of takeovers for Mavic after Amer Sports, the owners of Enve, Salomon and Arc’teryx, announced it was looking to sell the brand in September 2018. Shortly after Amer was taken over by Chinese company Anta Sports then the sale of Mavic was announced to US-based private equity firm, Regent in March the following year. However, as reported by Cycling Tips, there were suggestions that the company was actually owned by a Delaware-based group called M Sports International LLC. A Mavic press release suggested that the company felt “incomprehensibly abandoned and [has] never really been taken over, neither by Regent LP, nor by M Sports.” Hopefully this latest acquisition is more permanent and offers securtiy for the Mavic brand and its employees into the future.

Posted In:
Industry News Mavic


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122 Comments

  • 140 0
 Despite not making anything I've been interested in for a decade, I still have a soft spot for Mavic. I hope they survive this game of conglomerate hot potato.
  • 10 1
 I'm with you. Been years since they made a lust worthy product in my eyes, good luck and hope that it comes good in the end! Smile
  • 7 2
 Maybe not entirely true given their lousy freehub bodies for years, but I've always liked the reliability of Mavic products. I really hope they pull through and thrive.
  • 11 1
 @cunning-linguist: I think the good stuff they did make was just too good. I'm still using my Crossride Elite's for a 5th season, and after a spin in the wash they look damn near new. If they followed the FiveTen model of exploding after 7 months of use, they'd have had more return customers.
  • 13 18
flag greener1 (Jul 22, 2020 at 8:25) (Below Threshold)
 In terms of color schemes and aesthetics, it's pretty much just as expensive to make something that looks rather ugly as compared to something attractive...Lots of people don't like to admit it but we make choices on products all the time on how we feel about them appearance wise and our attraction to the product's "looks". Personally, I don't like Mavic's logo, their font, or that signature yellow. If they update their product (a little) and changed paint schemes, graphics and logo (a lot) it may help change the game for them.
  • 6 0
 I have several sets of crossmax, been bombproof. Freehubs, takes 2 minutes to tighten...
  • 3 1
 The XA Pro Carbon wheels are pretty excellent. I've had a set for about two years and love em.
  • 10 0
 @chriskneeland: I'm stuck with a pair of narrow wheels because my Crossmax XLs are still as straight and strong as the first day.
  • 5 0
 @pakleni: Same here, love mine! But I believe Mavic's dominationin the wheel game ended when 27.5” and 29” wheels took over.
  • 2 0
 Used to be a big fan of Mavic, but now moved to DT Swiss.
  • 17 0
 They fell behind in the wheel game and somewhere down the line, it became cool to bash Mavic. I think their wheels look sick and their new ID 360 ratchet system hubs look like the real deal.. Hope they come back strong, I think most of us old school riders have a soft spot for Mavic.
  • 2 1
 @greener1: I'm totally with you.
  • 2 0
 @chriskneeland: Indeed. I used a pair of Alpine XL shoes for seven or eight years until recently. They are still not broken but the soles are just too worn down. I managed to find an almost new pair, so I should be good for another couple of years.
I also still own a pair of their Crossmax shorts, the ultra baggy ones, about four years of riding on those. Had to have a seam resewn, but other than that, nothing to complain about.
  • 3 0
 @Maxipedia: I don't think that's quite true. When 27.5 hit they were one of the first to market with their Crossmax wheelset (the yellow ones), among privateer enduro racers they certainly sold a good number of sets, it was more when things went wider that they didn't keep pace as they stuck to the wide front/narrow rear combination...
  • 2 0
 @tacklingdummy: I would love to move to DT Swiss or Newman but I just can't destroy my Mavics
  • 2 0
 @mattwragg: and yet again they confused things with different rims front and rear, then word got out the pros were using the front rim on the rear too, and so on.... Really seemed like they had all the skills and ideas but just needed a bit more leadership
  • 3 3
 @utley06: I still roll 15 year old Ksyriums on my road bike. I was so close to pulling the trigger on a 29er wheelset about 7-8 years ago, but at 21mm internal.....I needed 25mm at the time. I needed "wide". Those wheels lasted less than a season before I got 30mm ID. and I think Mavics widest rim at the time was like 23mmm and they stayed there for a LOOONG time. Sadly, they just were not following the market. Still, I loved their wheels and would consider them again if they came back with a solid offering. Despite being French...no offense.
  • 4 4
 @WoodstockMTB: I don't think you can just put "no offense" after a mildly racist comment to make it ok. Its the soft lefties fault iirc
  • 1 0
 @utley06: 721 laced to Pro 2 in the front, 729 in the rear on my squishy 2007 Transition. It’s still my go-to big bike and rims are easy to true, no dings!
  • 3 1
 @mashrv1: You realize that France is a country and not a race, right?
  • 3 0
 @DirtbagMatt: Same. I scoured the internet for some 729's this past off season to build up a wheelset. They're one of the strongest rims I've ever come across. I'm 200lbs and ride like a rolling boulder and these are the only rims that can handle it.

@kwb377: Not this again...
  • 2 2
 @kwb377: might want to go check your definitions there
  • 2 1
 @mashrv1: You mean the definitions of "nationality" and "race"? I'm pretty clear on both.

@chriskneeland: Exactly...not sure why he had to bring it up.
  • 2 2
 @kwb377: no I mean race, unless you think he hates the geographical make up of the area known as France. Happy to give you a definition of race if it helps, e.g. I’m of the Scots race
  • 3 0
 @mashrv1: making fun of the french in modern terms was a result of post war zeitgeist where the entire western world found it entertaining to pick on france.
  • 29 5
 excellent, Mavic needs to release a 35mm alloy enduro rim and I would buy it in 30 seconds. the lineup hasn't really caught up with the industry yet, they are still making 27mm ID rims.
  • 11 0
 Not sure about their rims alone but their Deemax Elite is 30mm internal, really good wheelset, got it in march, not lost any tension and it's true. I'm sold and I would deffo get another one.
  • 3 0
 It’s not quite in a competitive weight range for enduro at 575g but their newer EX830 is a 30mm internal width rim. Have had a set on my dh bike and they’ve been rock solid, lighter, and essentially a modernized version of the ex729.
  • 7 0
 It's called XM 435 and been available for a year or so. It's a great rim, hookless, assymetrical and REALLY good value. There is also a version called EXM with reinforced rim wall (like a hook but on the outside).
29er rims only up to 30mm though...

Mavic has a big problem with sharing information like their products are secret or something, not a good marketing strategy IMHO.
  • 4 0
 @feeblesmith: I thought you were taking the piss, and posting DT Swiss rim names bit no mavic and DT Swiss share the same bonkers barcode naming system that some internet dweebs probably understand bit that is far harder to market and differentiate than something named with a word
  • 2 0
 @feeblesmith: yes but "trustworthy rim for your all-mountain adventures" as per Mavic website, isn't really inspiring much confidence to be used as an enduro abuse rim, also its a 4 series, from my knowledge with Mavic doesn't that mean intermediate level with sleeved bonding. I want welded 823 heritage quality !
  • 3 1
 As far as I know the opposite is true, Mavic was way ahead of the game making 30mm i.d. wide rims. My D321's downhill rims circa 2003 were 36mm outside diameter, 30mm i.d back when 27mm i.d. was the DH standard.
  • 6 0
 @browner: The first number designates how high end it is in their structure, with the 8 series being the tops, and 3 being the lowest. The latter two numbers designate the internal width of the rim.

It's actually extremely easy. 823 = 8 series rim with a 23mm internal.
  • 1 2
 @sherbet: haha right thanks. Like I said not easy to understand without a rule book. Rate your wheel on a scale of 3-8. It's this kind of technocratic engineering bs which makes selling bikes such a tedious process. Imagine the customer who is convinced the xm are better than the ex and that his old 3s are better than the 8s.
  • 2 0
 @BoneDog: You think 8 series is the benchmark for “heritage quality”, my crusty ole Freeride butt says it’s 7 series. Still going strong on my 2007 Transition!!
  • 1 0
 @DirtbagMatt: 823 & 721 for racing, 729 for huck to flat!
  • 18 1
 As long as they give the boot to their marketing and management division … But keep the R&D and their workforce of skilled technicians and bring back to France the production of their high end wheels, it'd be all right.

Best of luck Mavic, great to know they are focusing solely on what they are known for : wheels.
  • 4 0
 They might need to look at their distribution too, my lbs where never able to get prompt rim orders from them. In the end, the lbs, would ask me to order online from another supplier and take it to them for building.
  • 3 1
 @carlitouk: I did not have the time to edit my message to write sales & marketing division lol . From what I've seen during my time working in France, I bet their marketing and salesforce were paid better than their engineers and high skilled technicians …
Don't forget how uppish they were with the lbs in the late 2000s. They check all the signs of a sinking ship but they still gave cr*p to the store trying to sell and fix their wheels. Mavic used to make such great products in the 90s and 80s, what a shame really …
  • 6 1
 Some offers were only to be able to use the name and fire everyone (cough...Fox cough).Nice to see they seem to be interested by the real products
  • 10 3
 Last pair of wheels I bought were Mavic Allroad Pro UST Disc for my Lynskey gravel bike, claimed weight of 1610g for AU$1500 is decent value, imo. Always wanted some factory Mavic wheels, can confirm they're super smooth rollers, and look dope. To my mind, the Mavic brand is synonymous with professional cycling, carries a great deal of prestige.
  • 13 0
 GroupeSportif has entered the chat lol
  • 2 1
 @Euskafreez: Groupe Sportif are actually alright to deal with, unlike Dirt Jerks.
  • 2 0
 I have those wheels on my cx bike now, rim brake version. Wide by Mavic standards and with a 38 tire set up tubeless they feel great.
  • 2 0
 I’ve got Allroad Pros on my SC Stigmata. Great wheels.
  • 6 0
 Fingers crossed this works out for them. Glad to hear they will be returning focus to the core of the brand, vs continued dilution into accessories. Seems like the right approach given the pandemic, economy, etc Mavic has been at it a long time, it would be a shame for them to fade away at this point.
  • 4 0
 I hope they survive but at the same time I won't be surprised if they don't. They were late to the wide rim party and drug their feet because they thought it was a fad. That means they weren't listening to their market. Out of curiosity I looked at the poll results for what brand wheels people are running. It's interesting to see other brands that have been making wheels for less time score a higher percentage than Mavic.
  • 7 0
 You're totally right, they squandered their brand equity by showing they were incapable of understanding much beyond road racing in the 90s. Their high-end rims alone kept hope alive. Late to 29, late to wide rims, late to fix a freehub everyone hated, they always appeared to think they knew more about riding and trends than riders themselves. Sad, because it's such a rad brand. I am SURE a housewares company will turn things around! ROLLEYES.
  • 2 2
 @JMHPB: I think they do. Much like Shimano usually do (being in the right gear > having huge range). Riders seem very keen on wide rims but my experience of wide Enduro weight rims is that they ding easily and, more importantly, they shape the tyre in such a way that they are far, far too prone to snakebite punctures. I've gone back to DT XM1501s with a 25mm front and 22.5mm rear and it's a more reliable set up than my old 30mm wide DT 1700s.

They're also right on UST. Having a rim that's properly airtight is a better system than having an end user mess around with tape.
  • 4 0
 Since the dawn of the game, Mavic has been in it. Ceramic coated rims for rim brakes, outstanding pro level tubular and clincher road rims, full wheel sets evolving over the years.... they may or may not have appealed to all over the recent years, but there have always been some form of their hoops on at least one or two of my bikes over the past 30+. Glad they are staying around.
  • 4 0
 my old crossmax SX's were to this day the best out of the box wheelset I ever owned. Days at Highland, trails all over NE and I'm a 220 lbs dude. Update their hub design a bit, and get back to that level and I would 10/10 buy again.
  • 3 0
 Those the gray anodized ones, with the thicker aluminum (sorry - Zicral) spokes?
Yeah I traded a pair to a buddy who was a big rider, he liked them too. I got a nice bottle of tequila in return.
  • 1 0
 @twozerosix: I still run a set of these on my park bike.
  • 4 0
 Rolling on Mavic XA35 Pro Carbon wheels. Dropped nearly 300 grams per wheel over my previous set and I love that Im not putting them on stand to keep them true. Zero maintenance and ride amazing. Hope this works out with Mavic because I plan on keeping these wheels around.
  • 3 0
 Good news, let's hope they make it and come back as a leader, like they were for so many years! But what about shoes!? They have some of the best shoes if not the best on the market, 30% lighter than its competition, and they last 10years! Their shoe line will be missed for sure if it disappear.
  • 3 0
 My Mavic MTB shoes are the best pair I've ever owned - stiff, super grippy sole for climbing over rocks, comfy, durable and looking fire. I also have a soft spot for their helmet range. I'll be sad to see them refocus on wheels only. Frown
  • 2 0
 The shoe sole expertise came from the Salomon pairing; whatever was in that Contagrip blend was really excellent. I've had similarly bomber results from their mtb shoes. The lugs are still pretty good even after 5 seasons of cx racing and training. The rub comes from having to re-do their line with seasonal/yearly trends.
  • 6 0
 I hope this leads to bearings in all of their freehubs.
  • 5 2
 Dang, I was hoping fox would have grabbed them. Still happy with this outcome. I did really like they're cycling kits, they worked super well but Mavic makes wheels and I'm glad they'll keep doing it.
  • 2 1
 Fox already has Easton/RaceFace for wheels, they don't need another wheel manufacturer. Fox needs drivetrain and brakes, they should pick up TRP.
  • 4 1
 IMHO this might be a better choice than Fox, even if just because Mavic's back in French hands with commitment to keep some production there. I have a feeling not too many jobs would have been kept in France under Fox - R&D, sales and marketing would have moved to the US and manufacturing fully to Asia.
  • 7 1
 goes to show, what comes around goes around and around.
  • 2 0
 Doubt anyone who bought a set of crossmax enduro bought mavic ever again. Easy the worst product iv ever come across in all my life. Ended mavic to me from previously being loyal to them. Still dont seen a reason to go back.
  • 1 0
 They were terrible. Soft, and really narrow. 21mm front 19mm rear, when most others were trending towards 25-30. They were dated by the time they hit the sales floor.
  • 5 1
 good news to hear. would have been sad to see this French savoir-faire disappearing from the industry
  • 13 9
 ENVE and Arcteryx are owned by a Chinese conglomerate? Yeah, I’m out on those brands. Call it what you want -
  • 5 0
 Real talk: is there a big list of bike and outdoor gear brands that are still independently owned?

Besides the warm fuzzy feeling of supporting people actually making things instead of just making investments, I feel like you generally end up with better products when they’re made by corporations focused on keeping their customers/riders happy instead of keeping their investors happy.
  • 1 1
 Just goes to show you how good those marketing departments are that you never suspected it.
  • 1 0
 @atourgates: MEC. Not sure about REI.
  • 3 0
 @CarbonShmarbon: Will be interesting to see if MEC survives (business.financialpost.com/author/wsthelogic). I hope they do.
  • 2 1
 Enve is owned by Amer, a Finnish company. Amer is owned by Anta, a Chinese company. I'm never riding Enve for plenty of other reasons.
  • 3 1
 The consortium is majority Anta, with additional financing from Tencent, FountainVest (a HK private equity firm), and Chip Wilson (founder of Lululemon). Its a global company. Welcome to the 21st century.
  • 9 1
 Arc’teryx employs 700 people in Greater Vancouver ( mostly on the North Shore- head office & design center). They also run there own local factory for Gore tex products / rock climbing gear here. Amazing for any manufacturer / company in BC . Incredibly good ski/ snowboard wear and i love there shorts for biking. The original owner sold to Salomon almost 20 years ago - so you cant fault them for the newest owner now .
They also contribute to trail maintenance/ trail days on The Shore - so im down with that
  • 3 0
 @regdunlop: dude and how about the blankets they sewed for homeless out of returned sleeping bag fragments. Or the rad PPE they have been crafting this spring. The Bird can do no wrong in my book.
  • 3 0
 Good new that they focus on wheels, there is already too many brand on the bike gear market that offer exactly the same things.
  • 5 0
 That’s a shame, love all my Mavic shoes!
  • 2 0
 I also a a big fan of their shoes
  • 3 0
 Yep. Have a pair that’s been really comfortable, was affordable to buy and lasted through 4+ seasons.
  • 3 0
 Sucks that half(ish) the workforce will lose their jobs, but can't help thinking that a smaller - focused - Mavic is exactly what the company needs right now
  • 3 0
 It is sad that such a storied brand has completely missed the market in the last 5-10 years. Some serious mismanagement to drive this company into the ground.
  • 3 0
 all my Mavic wheel sets have taken care of me for decades. At least 6 sets Crossmax SX also St's Good to see them being saved
  • 1 0
 Still riding the original first production version of the Mavic Crossmax wheelset on my refurbished Klein Adept Pro, see my profile photos if interested. The wheels are still spinning, running true and are strong enough for advanced level cross country trails.
  • 1 0
 I had good experience with mavic rims, far back in the days! They were rock solid !


However mavic wheels non servís able in almost any bike park across the globe, probably in morzine you will bi able to find spare spoke or request warranty claim, however it depends;

Any bike component could be broken, however ability to fix (find spare part) when you on the trip is most important to me
  • 1 0
 Like others on here, I have XA Carbon wheels - 2 sets actually on different bikes, they are coming up to 3 years old now and have absorbed plenty of rocks and big hits. They are still dead straight, have even spoke tension and still on original bearings and freewheel. QUALITY!!
  • 1 0
 No more system wheels for me, I had a pair of Easton Haven (proprietary spokes, proprietary rims, proprietary hubs), it was hell to get a spare rim and spare spokes.

Never again. If it's a new wheel, I will go for Hope hubs, Stan rims and Sapim spokes.
  • 3 1
 There was a time when everyone rode Mavic. Then lesser quality and proprietary product designs became the norm. Everyone moved on.
  • 2 0
 Noooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo... I was hoping I wouldn't ever have to order their rediculocus spokes ever again.
  • 2 0
 Probably the first thing they need to do is take DJI to court for copyright, type Mavic into google and the first things for sale are drones.
  • 1 0
 I bought some cheapo Mavic Crossrides for something like £130 and they have lasted me five years+. Obviously replace bearings, but they have been amazing. Also ran Deemax which were awesome rims.
  • 2 3
 A Mavic press release suggested that the company felt “incomprehensibly abandoned and [has] never really been taken over, neither by Regent LP, nor by M Sports.”
which means neither found any way to make money with this company. doesn't inspire confidence for the future, but lets see how new owner plays this.
  • 9 0
 Sounds more like their only interest was short term profit. Provide no investments, keep profits, walk away when you can't anymore.
  • 4 0
 @JSTootell: Exactly. There have been multiple threads about vulture capitalism and all of these "investment groups" and the outcomes. Seems in line with the norm. Now half of a production facility will be looking for employment, but prices will never change.
  • 1 0
 Have two sets of Mavic wheels right now; on my roadie and gravel bike. Both sets are great. Hope they work on making even better sets.
  • 2 0
 Oh no! I really like my Mavic shoes, jersey and shorts. They are always underrated.
  • 1 0
 Gamma and Karwei, they're like The Home Depot of the Benelux and this makes me wonder if we will be seeing DIY wheel build kits from Mavic in the future...
  • 1 0
 They need to get their act together, hopefully the new group and funding can help
  • 2 0
 Bring back the 121! The original DH rim...
  • 2 0
 729's on Hope Pro 2's.
tup
  • 1 0
 So Arcteryx, Solomon, and Enve are owned by Amer, and Amer is owned by a Chinese Company?
  • 1 0
 I've been reading far too much about Mavic this week, suddenly finding myself looking at discounted Deemax Elites!
  • 1 0
 It's a bold strategy, let's see if it pays off for them.
  • 1 0
 I'm being told that Average Joe's does not have enough players and will be forfeiting the championship match.
  • 2 2
 Mavic made their name by producing amazing rims, not wheels. One could argue they lost their name by making wheels.
  • 1 1
 Really really heavy aero wheels. I agree, the majority of their wheels were either over priced or over weight.
  • 1 0
 @like2pedal: then they actually started coming good again in the last couple of years, but still with those older heavy (old school aero) wheels in the range causing more confusion!
  • 5 0
 If you think back to their original Helium and CrossMax wheelsets, they were the first company to capitalize on the pre-built wheelset 'system'. It took a while before they had any competition. This was like 1998. Up until then they were known for being the sturdy workhorse rim company. The complete wheelsets added a sizzle to the pro rider bikes, and a hole in many people's wallets.
  • 1 0
 Pat DiNizio of The Smithereens is rolling over in his grave...
  • 1 0
 Just put Sam Hill's name on the product, it'll sell
  • 3 2
 All bs to the side their rims are bulletproof but their hubs are garbage
  • 1 0
 Bring back the silver Deemax with modern widths!!!!!
  • 1 0
 I’ve always been a fan of mavic
  • 1 0
 True UST please, none of this drilled out rimbed with tape nonsense!
  • 1 0
 As long as they can figure out how to actually make strong rims...
  • 1 0
 I hope they get rid of their shitty proprietary standards.
  • 1 0
 Just copy DT Swiss please
  • 3 4
 This is what happens when you make bad products
  • 3 5
 When did the Badger change the spelling of his last name?
  • 1 0
 Thanks for the correction/update.
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