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Covation — parent of Huffy, Niner, and other brands — expands with Hong Kong sales hub

Published January 22, 2021

HONG KONG (BRAIN) — Covation Holdings Limited plans to expand into the Asia Pacific market with a new Hong Kong sales hub for its bicycle brands, which include Huffy, Royce Union, Niner, Batch, Buzz E-Bikes, and Vaast. The office will also represent Allite, the company's materials business.

Jess Sit, the sales and marketing director, will lead the office and will focus on driving brand awareness across the Asia Pacific markets. The office will work with distributors, brands, and retailers to build a distribution network in the region and develop its OEM and private label manufacturing business.

"I am excited for the opportunity to introduce our brands and manufacturing capabilities into this strategic market, and look forward to creating new, long-lasting relationships with key market players here in Hong Kong and throughout the region," said Sit.  "The Asia Pacific business will build on the more than 125 years of industry-leading innovation".

Claude Jordan, the CEO of Covation, said, "Hong Kong is an emerging cycling market and is an ideal location to expand our global presence and further establish our brands.

"Biking worldwide has seen record growth over the past year, and we are committed to creating a great experience for our retailer partners and consumers within the Hong Kong and Asian markets."

Covation Holdings Limited is a privately held company. United Wheels and Covation Asia are business units within Covation Holdings Limited.

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