FOX acquires Race Face and Easton Cycling

Deal is worth approximately US$30.2 million

What this means for the future of these three brands — and to what degree their resources will be shared — is still unclear

Fox Factory Holding Corp, the parent company of suspension brand FOX Racing Shox, has announced that it has acquired Race Face Performance Products Ltd and Easton Cycling.

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A press release was issued on 5 December, in which Chris Tutton, President of Race Face/Easton said: “FOX is the perfect fit for Race Face/Easton. All three brands complement each other with our distinct high-performance product lines… The added operations, marketing, and engineering support from FOX will allow us to innovate faster while remaining focused on our core businesses.”

Larry L Enterline, chief executive officer of FOX, said: “We are very excited to complete the Race Face/Easton acquisition and welcome their team to the FOX family.

“This transaction demonstrates the execution of our strategic initiatives to increase FOX’s product penetration into both existing and adjacent product categories to help drive our bike sales and profitability long-term. We look forward to leveraging our global marketing, engineering, distribution, and supply chain resources to collectively develop next-generation, high-performance bicycle ride dynamics solutions.”

The acquisition unites three of the cycling industry’s heavy hitters, bringing Fox’s suspension technology together with the aluminium and composite component expertise that Easton and Race Face are known for. What it means for the future of these three brands – and to what degree their resources will be shared – is, however, unclear.

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Tutton acquired Race Face Products in 2011 following it falling into receivership. In April 2014, Race Face Products acquired Easton Cycling from BRG (Bell, Riddell and Giro).