VOJENS, Denmark (BRAIN) — Hartje Ebsen will distribute SRAM products in Denmark — including RockShox, Truvative, Quarq, and Time — at the beginning of the year.
Hartje Ebsen is part of the Hermann Hartje KG group. SRAM has worked with Hartje in Germany, Austria, and Benelux. Part of SRAM and its distribution partners' strategy is to ensure availability and presence in different markets. The new agreement for Denmark increases SRAM's relevance beyond the traditional markets of Germany, Austria, and Benelux, Hartje said.
"The trust placed in us confirms our strategy of focusing on customer proximity in the parts and accessories business and building up a greater presence in Europe with our strong logistics," said Hartje Managing Director Dirk Zwick. "SRAM's brands fit very well with our future orientation."
The SRAM distribution announcement caps a busy year for Hermann Hartje. In March, the Hermann Hartje KG e-bike distributorship opened a new factory in the Czech Republic to expand its assembly and manufacturing capabilities.
In February, Hermann Hartje announced it would begin distributing Mavic products in Denmark, Netherlands, Belgium, and Luxembourg in the spring.
Hermann Hartje KG acquired Ebsen Bikes in 2020.
"Hartje have been a trusted part of the SRAM distribution family for many years and share our core values through all of their employees," said Ian Young, SRAM director of aftermarket sales. "It's that trust that enables us to make this exciting step with them into a new market. We are excited about how this partnership will now support new dealers and riders over the coming years and open up SRAM and its products to new opportunities."
