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Cervélo, Focus to combine sales teams

Published May 31, 2012

CARLSBAD, CA (BRAIN) — Cervélo and Focus Bicycles will combine sales teams and support functions as part of the integration under new owner Pon Holdings, the brands announced Thursday.

Through the new partnership, the companies will coordinate back-office functions to improve delivery, quality and dealer service, they said. Sales and customer service teams will be coordinated to improve dealer service and sales support. Reps will offer both brands to retailers.

“In line with that, we won’t force-feed retailers products they aren’t asking for, nor offer complex sales programs. Both are unwelcomed trends today. We only want our retailers to carry both lines if it makes sense for them,” said Scott Rittschof, head of Focus USA.

Design, engineering and marketing will remain separate, with Cervélo in Canada and Focus at its headquarters in northern Germany. Focus also has a U.S. subsidiary in Carlsbad, California. North American logistics will be handled from the U.S. and Canada, while European logistics for Cervélo will be managed from Germany through a network of distributors and company sales reps.

The goal is to increase production capacity and improve delivery time for both brands.

“We view this new relationship as smart business from all angles,” Cervélo CEO Phil White said in a statement. “The combined resources of Focus and Cervélo backed by Pon are already improving our delivery and supply. The synergies gained through joint sales and logistics teams will allow us to better serve our customers, while still preserving the unique elements of each brand. It is a win for all involved.”

Pon Holdings, a multibillion-dollar Dutch trading company, acquired Derby Cycle, parent of Focus, late last year in a voluntary takeover. It followed that less than six months later by purchasing Cervélo. Pon also owns Gazelle Bicycles.

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