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Mavic promises 'acceleration' as sale to US firm is completed

Published July 10, 2019

ANNECY, France (BRAIN) — As Amer Sports completes the sale of Mavic to the American investment firm Regent LP, the brand's general manager is promising an acceleration in product development, but no change in day-to-day business.

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Amer announced in March that it had agreed to sell the historic French brand to Regent. The sale was completed Tuesday. 

Gary Bryant, who has been general manager of Mavic since 2017, released a statement to the media on Wednesday. 

"Regent LP has confirmed its support to the existing Mavic business strategy around developing a premium full cycling brand globally. We therefore expect an acceleration in the product and development plans you are already familiar with," Bryant said.

"Guided by our brand strategy and focus on service, quality and performance. We will continue to refine our product offering, develop an even sharper focus on our consumers, simplify our business and invest in our infrastructure.

"This change in ownership will enable us to refocus and drive our strategy across all our channels and regions, securing a bright future for the Mavic brand.

"As part of the transaction process and negotiation agreement, for the next three years there is strictly no change regarding day-to-day business around development, supply or financial matters."

Amer did not sell the Enve brand, which remains based in Utah. 

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