Fox just saved iconic suspension brand Marzocchi

Buyout means Marzocchi may live on as a value brand

It’s been a long, slow decline for Marzocchi. The once iconic suspension manufacturer has faced years of slouching sales and has steadily lost marketshare to Fox and RockShox. Earlier this year, Marzocchi’s parent company Tenneco  made plans to liquidate its motorcycle and mountain bike suspension businesses. Fox Factory Holding Corporation, the parent company of suspension manufacturer Fox, has reached an agreement with Tenneco to acquire portions of Marzocchi’s mountain bike product lines.

"We are excited to announce the agreement to acquire certain assets of the Marzocchi mountain bike product lines, which we believe is a significant opportunity for Fox to further expand the penetration of our bike suspension products across more price points," Larry Enterline, FOX's CEO said in a press release. "The Marzocchi team has a long history of performance suspension experience and we believe that this highly complementary transaction will allow for the increased growth of the Marzocchi brand worldwide.”

Fox plans to release more details of this transaction later this year. Early indications are that Fox plans to leverage Marzocchi’s technology and brand as a way to enter the low- and mid-priced mountain bike markets.

The acquisition of Marzocchi is the company’s latest purchase.  Last December, Fox Factory Holding Corp acquired Race Face and Easton from BRG sports, the parent company of Bell, Blackburn, Riddell and Giro.

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