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K2 Licenses Bike Brand to World Wide Cycle SupplyAUGUST 31, 2005 -- VASHON, WA (BRAIN)—K2 Sports has entered a long-term agreement with World Wide Cycle Supply to license its K2 Bikes brand. Under the agreement, World Wide Cycle will design, manufacture, market and distribute the brand. K2 Sports will discontinue its bicycle operations and transfer the existing business and inventory to World Wide Cycle.“We had great product development but not enough distribution at retail or clout at the manufacturing level to efficiently operate the business,” said Sandy Liman, K2’s bike brand manager. “World Wide was impressed by the strength of the brand and positioning of the brand in the market place. It has done well with the IBDs and REI. We resonate with the outdoor enthusiast. We have a wider scope. They recognize that. They can take this line over and create efficiencies on the distribution side.”For World Wide Cycle, the agreement expands its reach into the IBD market. Liman said about 80 percent of K2’s bike sales are through the specialty retail channel.Headquartered in Long Island, New York, World Wide Cycle Supply supplies private-label bike brands for sporting goods retailers and recently signed a licensing agreement with Columbia Sportswear to bring to market a Columbia-branded bike and accessory line. The company’s management team also heads up Iron Horse Bicycles as a separate entity.Liman said K2 will continue to handle warranty issues through the end of the year. Some of the company’s independent reps will remain on board, and they also will rep the Iron Horse brand going forward. National accounts manager for K2’s bike division, TK Malone, and sales manager Steve Bellefeuille will remain on staff at World Wide Cycle Supply.“It’s a very good match,” Liman added. “They’re a bike specific company; they understand the culture. Their brands, specifically Iron Horse, are skewed toward big-hit bikes and more aggressive, lower-end hardtails. K2 is skewed toward a middle to upper-scale market. So it’s a pretty good mix and match in terms of what K2 has to offer.”K2 Sports is a K2 Inc. company and manufactures product for the ski, snowboard, and skate industries under a variety of brand names.
Iron Horse isn't quite WalMart quality - they're a little better than that. More like Diamondback...However, the article says they're acquiring K2 bikes to expand their mid-upper level lines. Could be a good thing. Let's just hope that they actually try some cool new stuff instead of going with boring...
this is crazy; Proflex was moved from Rhode Island to Vashon Island and is now going back over to Long Island. Island Mentality... callum