LAS VEGAS, NV (BRAIN) — As Interbike opens Wednesday, Jamis is releasing the news that it has bought the cruiser brand Nirve Sport. Nirve will become a stand-alone program for Jamis, and though the companies will be working to combine sales teams and some back office support, Nirve will remain headquartered in Southern California.
“Nirve cruisers are real fashion forward designs, and they are one of the most widely recognized names in cruisers. Their clear visual identity really compliments our own cruiser line,” said Carine Joannou, Jamis’ president. “The deal give our Jamis dealers access to Nirve’s cruisers and for Nirve dealers they get better service from our supply network and access to Jamis. I hope to make this transition as smooth as possible for Nirve dealers,” she added.
Jamis, traditionally strong in the Midwest and East, picks up Nirve’s strong West Coast dealer network, as well as a quickly growing presence in Colorado and Utah.
“Bringing the Nirve brand under the Jamis umbrella allows us to take advantage of their much better distribution across the U.S. and support networks,” said Dan Bon, Nirve’s president. Bon is still heading up Nirve after the purchase. “There is surprisingly little dealer overlap between the two companies, so Nirve just picked up access to hundreds of new dealers,” Bon added. Nirve also gained international reach through Jamis’ international network.
The companies are across the isle at Interbike, Jamis in booth 6050 and Nirve in 5049, which Joannou said is great as it will make it easy for the two companies to get the know the other’s product lines. Nirve is launching six new models, including its first electric products.
The deal happened quickly with the companies beginning negations mid-summer.
While Nirve is remaining in Southern California, it will be moving from its current Huntington Beach location, 15 minutes away to offices within Jamis’ western warehouse location in Costa Mesa.
Joannou is ending all Nirve’s online sales, and all its licensing agreements with Coke, Hello Kitty, Paul Frank and others. Nirve will no longer be sold through Amazon nor big box and sporting goods retailers.
“Nirve has had a multi-channel strategy, and used its licensing agreements to introduce its brand to people outside traditional cycling, and was very successful doing so. But I’m committed to the IBD, so going forward Nirve will only be sold at bike dealers,” Joannou said.
