Back to Rider Owned – Kona Buys Brand Back From Kent Outdoors
Big news for those of you following the Kona saga. After a tumultuous year culminating with a “no show” by the iconic brand at this year’s Sea Otter Classic, there is fantastic news is coming out from the Kona camp. Something we all need on a Monday.
Just as we in the industry were ready to commit the Kona Bicycles of our past to memory, a communique from the Kona team hit our inbox.
Return to Rider Owned
“Dan Gerhard and Jake Heilbron have purchased the brand back from Kent Outdoors, and along with a team of dedicated, experienced Kona employees, are reuniting to keep the Long, Sweet Ride rolling.” – Kona Bikes.
What does this mean for Kona Bikes?
The last few years at Kona have been a little bumpy. This purchase brings much-needed stability and vision to the icon off-road company. Kona expressed its new vision via a press release to the industry.
“With this return to being rider-owned and operated, we’re doubling down on our unique brand legacy and returning to some basics. “
What does this mean for Kona dealers?
Currently, Kona has nearly 1,000 North American and European dealers in its network. They are now making the current dealers the highest priority. This concentration on dealers also means Kona will pause D2C bike sales for the time being. The newly updated Kona site will show these changes immediately, as will its social and communication channels. The Kona team kindly says, “Bear with us, and we will keep you informed as we move through this transition.”
Bike Inventory
On the bike side, new Kona inventory is headed to the Kona warehouse and distributors alongside the freshly released Kona Ouroboros. Kona has been working on some new models, so keep an eye out.
How will this affect pricing?
Kona explains, “Private ownership allows us to be more streamlined, more flexible, and quicker on our feet. This, combined with the support of our suppliers, means we can deliver high-quality bikes in a distinctly Kona flavor at super attractive prices. We’ll never do a BOGO Sale again, so don’t ask, but we promise to offer good value for good money, always.”
For now, the Kona offices in Ferndale, WA, and North Vancouver, BC, will continue to proudly anchor the brand.
Welcome back to the smallest, biggest bike company in the world.
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