ST. CHARLES, Ill. (BRAIN) — Aventuron, an Illinois-based distributor, will now handle sales of Orange Bikes as the U.K. brand returns to the North American market.
Founded in 1988, Orange is headquartered in Halifax, England, and offers 26 bike models. Orange's original hardtail, the Clockwork, was named after the film by a similar name. Orange-sponsored riders have held the downhill world cup championship, as well as the women's under-21 downhill world championship.
Orange Bike's new owner, Ashley Ball, who is the nephew of founding partner Steve Wade, decided to accelerate the development of the brand outside the U.K. when he took control of the company in late 2015, with the U.S. and Canada as priority targets.
"We've been looking for someone to work within North America for a while now," said Jay Tolan, Orange Bikes' general manager. "We needed an organization who understands what Orange is all about and who understands the brand's philosophy and values," Ball said. "Someone who has experience in working with niche brands, like ourselves, and has an understanding of how to introduce brands into the U.S. market. It would be all too easy to head to a big distribution company and just be another bike brand added to their existing portfolio. We'd get lost and wouldn't survive. Orange needed someone who can tell the story, the history and the heritage to dealers and consumers and more importantly, get people to actually test the product. That's why we've chosen to partner with Aventuron and benefit from their knowledge of introducing smaller, nicher brands into the U.S."
Carl H. Martens, the president and owner of Aventuron, said, "Our industry experience with niche brands sets a very high standard in which we seek out the best of the best. Orange Bikes has been a leader in the industry for years and a huge presence in Europe. We are absolutely thrilled to have them on as a partner and are excited to introduce them to our dealer network here in the United States and Canada."
Aventuron currently represents Atomik Carbon, Bliss Protection, FATlab Cycles & Components, Proviz Apparel, Sandman Bikes, Stooge Cycles, Surface 604 and Wickens & Soderstrom.
The full line of Orange Bikes will be available for purchase through IBDs and via the Aventuron website, which will operate in tandem with the brand's dealers.
More information: aventuron.com.
