HARRISONBURG, Va. (BRAIN) — Lauf Cycling, an Iceland-based company making frames and forks for gravel riding, is opening a showroom and distribution center here.
Benedikt Skulason, the founder and CEO of Lauf, attended a City Council meeting Tuesday night.
Skulason said U.S. sales have climbed over the past few years, and Lauf saw the need for a strategic location in North America that also had a strong biking reputation.
"The City of Harrisonburg is so pleased that Lauf has selected our city to be its U.S. home, investing here and creating new jobs for area residents," Mayor Deanna Reed said. "It is exciting that this international leader in the cycling world has partnered with Harrisonburg for its continued growth and expansion."
Lauf has signed a lease of a shell building at 156 East Washington Street, which will be built out to meet its needs, including a showroom, light assembly space and a bicycle distribution center. Lauf expects to have about eight workers there within three years.
"The excellent cycling and outdoor recreation culture in Harrisonburg became very evident when I visited Harrisonburg last year when I got to ride through different parts of town and also on some excellent gravel roads surrounding the city," Skulason said. "With Lauf's new distribution setup in Harrisonburg, we will be able to provide an even better service to Lauf's customers and with the introduction of the new Lauf Seigla yesterday — a ground-breaking gravel bike — the timing of our U.S. setup couldn't have come at a better time. We've had a constructive dialogue with Harrisonburg's Economic Development team and foresee a further cooperation in getting Harrisonburg on the map as a cycling destination. We truly look forward to growing our business here in Harrisonburg."
Lauf, founded in 2011 and headquartered in Reykjavik, sells its bikes worldwide direct to consumers. Its first product was a carbon-leaf spring fork intended for gravel and cross-country riding.
Harrisonburg Economic Development Director Brian Shull said, "We know that this cycling industry leader will be a great community partner and bring tremendous exposure to Harrisonburg. The Tourism and Economic Development benefits of Lauf's presence here will be amazing."
Harrisonburg is located in the Shenandoah Valley of Virginia, about 100 miles southwest of Washington DC. It is home to 51,000 people.
