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Juliana Bicycles launches women’s bike line

Published May 28, 2013
Juliana Furtado

SANTA CRUZ, CA (BRAIN) — Women’s mountain brand Juliana Bicycles launched Tuesday, expanding the Juliana label from Santa Cruz Bicycles’ flagship women’s-specific bike—named after former racer Juliana Furtado—to a separate nine-model line. The bikes are branded with the Juliana name but are produced by Santa Cruz.

Furtado, who has worked the past nine years in Santa Cruz’s marketing and sponsorship department, spearheaded the brand’s evolution and played an integral role in bringing the line of nine complete women’s mountain bikes to the market. She said she pitched the idea to expand the Juliana name and brand it as its own line to the company about a year and a half ago. The Santa Cruz Juliana, a longtime staple in the company’s lineup, first launched in 1999. 

Furtado said Juliana Bicycles delivers mountain bikes female riders can ride without changing a thing. “We wanted to create something that is comfortable and rides and performs well for riders of all sizes and abilities,” Furtado said. “Above all, I want to help bring more women to the sport.”

The line includes four models ranging from hardtail to VPP full-suspension in a variety of wheel sizes, including 650b, with some models available in both carbon and aluminum. Frame sizing ranges from extra small to large, depending on the model, to accommodate a broader range of standover height requirements. 

The bikes feature women’s-specific components, including ergonomic saddles and smaller-diameter handlebars and grips. Crank and stem lengths are also scaled to fit a woman’s proportions. 

Frame geometries have not been altered from corresponding Santa Cruz models, but the bikes have different model names and a separate color palette. The headbadge is a crown, inspired in part by Furtado’s nickname “Queen of the Dirt," and Furtado’s strong conviction that women should feel beautiful, natural and powerful—in life and on the bike. Model names also share the queen theme, with the VPP 29er model named the Joplin, referencing the “Queen of Rock,” Janis Joplin. 

Juliana Bicycles will be available at select Santa Cruz dealers and at other retailers that have a strong women’s market. Competitive Cyclist will be the only authorized online dealer. 

Juliana-branded handlebars, grips and saddles will also be sold aftermarket. Bikes will be available to retailers in early summer.

 

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