Fox Racing Shox Purchases RaceFace And Easton Cycling

Fox Racing Shox Purchases RaceFace And Easton Cycling

Breaking News:

Fox Racing Shox have announced they have purchase Canadian mountain bike components company RaceFace and Easton Cycling.

This is a big turn around for RaceFace who were placed into bankruptcy in 2011, have come back to form, including purchasing Easton Cycling from former owner, Easton Bell Sports. The value of the transaction has been advised as USD$30.2 million.

To quote from Fox Racing Shox:

“This transaction demonstrates the execution of our strategic initiatives to increase FOX’s product penetration into both existing and adjacent product categories to help drive our bike sales and profitability long-term,” said Larry L. Enterline, FOX’s chief executive officer in a press release. “We look forward to leveraging our global marketing, engineering, distribution, and supply chain resources to collectively develop next-generation, high-performance bicycle ride dynamics solutions.”

This acquisition looks to place Fox Racing Shox as more of a direct competitor to SRAM and retain their alignment with Shimano of Japan.

Source: Fox Racing Shox

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