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Mavic has new distributor in Denmark, Western Europe

Published February 24, 2021

HOYA, Germany (BRAIN) — Hermann Hartje KG will distribute Mavic products in Denmark, Netherlands, Belgium, and Luxembourg beginning March 1.

Mavic previously was distributed in Denmark through Bike Toyz of Skodstrup, Denmark.

"The Netherlands, Belgium, Luxembourg, and Denmark are already established and successful markets for us, but we couldn't ask for a better partner to take our brand further in the retail market in the future," said Mavic presidents Yoann and Jean-Michel Bourrelier in a joint statement. "Anyone who carries Mavic in their range as a retailer can expect a high level of support and customer service. In our view, Hermann Hartje KG provides this in an exemplary manner."

Established in 1889, Mavic was sold by Amer in 2019, and is now owned by French investment group Bourrelier. California group Regent operates the Mavic U.S. operations in Utah.

Hermann Hartje was founded in 1895 by Hermann Hartje Sr. The distributorship located in northern Germany has had three generations of family ownership and specializes in corporate bike and rim production. Hermann Hartje has continued to expand its distribution, with a portfolio of Camelbak, G-Form, Silca, Sonax, Fulcrum, and Fizik.

"Our constant development as well as the work with a large sales team and numerous trade partners is paying off: world-class premium brands are placing their trust in us," said Dirk Zwick, Hermann Hartje KG managing director.

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