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Consumer-direct bike brand Fezzari rebrands as Ari

Published March 5, 2024

LINDON, Utah (BRAIN) — Consumer direct brand Fezzari is shortening its brand name, rebranding as simply Ari effective Tuesday.

"Ari is and will continue to be built upon the DNA of Fezzari, and you will continue to see it in every detail down to the name," said Chris Washburn, CEO and founder of the newly named Ari Bicycles. "Our business model centers on providing custom-fit bikes, top-tier quality, and savings to every rider through our direct-to-consumer approach, and we will continue that under the name Ari."

Ari means "to exist or be" according to the company, so the new name fits the brand's core ethos of "Be in the Moment," the brand said. The company said the name also "carries positive meanings globally and is easy to pronounce in virtually any language."

Along with the new branding Ari launched two new models including the Nebo Peak lightweight e-MTB and another model it didn't name in its announcement.  

The new brand and its logo.

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