Who Owns Mavic?
Starting in 2019, Amer Sports (who purchased Mavic in 2005) sold the iconic French brand to the equity firm Regent, LP. After some ownership turmoil, Mavic was sold to the Bourrelier Group in 2020.
The current owners, The Bourrelier Group, are a French family-run holding firm. They own DIY stores, Bricorama (Home Depot like), Batkor, and others in the French and Spanish markets. The Bourrelier Group beat 13 other investment groups, including one championed by former Tour de France winner Bernard Hinault.
So now — Mavic is again, French-owned and making its way back to the North American market.
Mavic in Waterbury, Vermont
You might recognize the location as the HQ for Ben and Jerry’s Ice Cream or a list of the best hiking destinations. The new Mavic USA team will support sales, service and looks to grow its North American presence from its new location in Waterberry.
Josh Saxe, Mavics’ new Sales and Marketing Manager, is from Waterbury, VT, and explained: “The Vermont cycling community is strong, we are very excited to be a part of the opening of Mavic’s North American subsidiary in Waterbury, VT. We’re about a 5-minute gentle roll from the Perry Hill trail network and a stone’s throw away from the Vermont Mountain Bike Association HQ.”
Saxe continued: “Add the phenomenal paved and gravel roads right out our door and a massive depth of events like the Overland or Raputitsa, Green Mountain Cyclocross, The Hibernator, and the Green Mountain Stage Race; we’ve practically chosen to work in a cyclist’s paradise. All these amenities within the community give us the pleasure of participation, the joy of community, and the opportunity to test and validate our products firsthand with relevance to the US rider.”
What Does It Mean For Consumers?
Mavic wants to reconnect with dealer accounts and grow a new customer base. Be more present in the North American bicycle market and support IBD and OE networks.
This new Mavic Service Center and North American presence will mean the company can support more dealers, partners, and riders. That means quicker turnaround for service, dealer support, warranties, etc. Currently, Mavic USA is focused on wheels and plans to offer the complete Mavic line of products soon.
What Can We Expect From Mavic Next Year?
Following the launch of the superlight Cosmic Ultimate 45 Disc wheelset, Mavic will have several new products to release in 2024. The new wheelsets will expand the gravel, mountain, road, and ebike offerings selection.
Stay tuned for more information and a review of the all-new Mavic Crossmax SL Ultimate 30.
