MIAMI (BRAIN) — J&B Importers has acquired Alienation, the Mill Valley, California-based BMX aftermarket and OEM component brand.
Alienation is best known for its front-specific BMX rim, and for its wheel systems using TCS (Tubeless Compatible System), licensed from WTB.
Alienation will continue to operate independently with its existing management team led by industry veteran Zach Taylor.
"We see a tremendous opportunity in the Alienation brand and look forward to continuing the development of TCS compatible products. Moving the wheel build process in-house will allow us to quickly adapt spec', control quality, and provide healthy margins for the IBD," said Mitch Gurdjian, co-chief executive officer of J&B.
Taylor, Alienation's founder, will continue to lead operations. Order processing for Alienation products will be integrated within J&B's existing system. Alienation's supply chain will remain largely unchanged, the company said.
Taylor said, "We started Alienation 10 years ago to offer inherently better products. We have had amazing success to date and are excited about joining forces with J&B. J&B has a significant reach within the IBD, making them a natural fit. We look forward to further propelling forward with tubeless within BMX. We have some exciting new developments. We just signed an agreement to utilize Kappius's rear hub internals for BMX. I am really excited by these developments."
In the 2017 model year, brands including Haro/Premium, Kink and Redline will feature Alienation rims on bike models, according to Taylor.
