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Huffy to expand into new markets, product categories after partnership with Earthbound

Published April 15, 2024

(BRAIN) — Huffy announced a partnership with Earthbound — a product design, licensing, and brand growth company — that will allow the bike brand to expand into new markets and product categories domestically and internationally.

"In addition to expanding into new markets within the wheeled-goods vertical, we're looking forward to opportunities Earthbound can bring to us to expand into new product categories, ..." Huffy said in an email to BRAIN. "As the partnership grows, we'll consider other products domestically and internationally on a case-by-case basis."

What markets and product categories were not revealed by either Earthbound or Huffy. Huffy's email added, "We have not identified specific markets or product categories outside of our current plan. Expansion of either will be dependent on multiple factors, such as rider preference and product offering capabilities, that are best determined closer to the time of expansion."

Huffy — part of the United Wheels family that includes Niner, Vaas, Batch, and Buzz Bicycles — also said the partnership's focus will be on the Huffy brand.

"As we gain efficiencies, trust, and scalability, we'll be looking at opportunities within the other United Wheels brands."

Earthbound clients include Better Homes & Gardens, The Pioneer Woman, Dupont Kevlar, and Isaac Mizrahi for Target. Huffy said the partnership came about to get more people to experience the benefits from riding a bike and grow the brand globally.

"Earthbound will be our official licensing agent who will spearhead a strategy to expand our product offerings into new markets," Huffy said. "With our guidance, they will own implementation of the strategy to achieve that goal while seeking out new licensing partners and collecting royalty payments at set intervals."

"Huffy is a revolutionary brand that redefined what it means to have fun," said Jeff Cohen, Earthbound co-founder and CEO. "While they are a leader in the bicycle and wheeled goods industry, there's an enormous opportunity to expand their reach into new categories domestically. We are also incredibly excited to partner with their team to expand the business on an international scale."

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