LOS GATOS, Calif. (BRAIN) — Beeline Bikes, which provides software that helps bike retailers schedule service work and fulfill online bike sales, has been acquired by an investment group that includes technology and bike industry veterans.
Beeline began as a mobile service franchise business in 2013; five years later it transformed to become a software as a service (SaaS) provider. Accell North America acquired the company from its founders in early 2018, after having held a minority investment for several years.
ANA is now largely shut down since its parent, Netherlands-based Accell Group, sold most of its assets to a California investment group, Regent, in August. Regent, which renamed the business Alta Cycling Group, and which also recently acquired Mavic, did not acquire Beeline.
The group that bought Beeline is led by Ken Crafford of Los Gatos, California, who is the CEO and founding partner of the StrataFusion Group.
The company said Beeline's staff of about 15 people remains intact, with Peter Small serving as president and Pete Buhl serving as co-founder and active director.
"As a team, we are extremely excited to regain our independence and operate with a startup mindset as we focus on growing the business and our platform's features," said Small. "We've been fortunate to rapidly grow the Beeline network to include over 400 leading retailers since the launch of Powered by Beeline in January. We look forward to further enhancing our solutions to empower retailers to profitably grow their business and enable bike and e-commerce brands to offer an unmatched buying experience."
Crafford has more than three decades of experience building successful technology companies. "We have been following Beeline's evolution into a SaaS platform that helps IBDs navigate and capitalize on the ever-changing consumer behaviors and retail dynamics," said Crafford. "We see the future success of the bicycle industry and IBDs contingent on broadening the customer base. Beeline embraces the modern consumer and has built the best-in-class solution to help the bicycle industry thrive."
Beeline's retail network currently fulfills online orders from 11 brands, including the Alta Cycling Group brands, Pure Cycles, Cleary Bikes, and the suspension brand Trust. Buhl said Beeline expects to "quickly add" more brands.
"I'm thrilled with how our business has evolved, and I'm excited to continue supporting our team and future vision," Buhl said.
Beeline has completely exited the mobile service franchise business. Buhl said about 30 former Beeline mobile service vans have been re-branded with the logos of the brick-and-mortar stores that now own and operate them.
More information: beelinebikes.com.
