Cycling clothing brand Velocio Apparel has announced the sale of the business to SRAM, marking the American brand’s first serious foray into the cycling kit market.
The acquisition is the latest in a string of strategic moves by by SRAM, after announcing the purchase of GPS computer brand Hammerhead in January, French pedal specialist Time in 2020 and PowerTap the year before – not to mention the earlier acquisitions of RockShox and Zipp in the early 2000s.
A history of collaboration
In selling the business, Velocio sought to find a partner that shares its fundamental values, expressing its ‘three pillars: design, responsibility and culture’. This search led to SRAM, based on what Velocio calls their “cultural compatibility”.
Velocio and SRAM have, in fact, already worked together throughout the clothing brand’s near 10-year history, co-sponsoring the Velocio-SRAM Women’s WorldTour team in 2015. While the team may have taken a different direction, now recognised as the ever-popular Canyon//SRAM Racing, the two brands have continued to collaborate on marketing efforts, such as the launch of SRAM AXS in 2019.
Who is Velocio?
Velocio Apparel offers both road cycling and trail-ready kit, as well as more casual clothing for off-the-bike wear.
The brand is perhaps best known for its long-standing ethos around sustainability, which not only includes using BlueSign or Oeko-Tex certified materials, but also developing a supply chain using renewable energy inputs, ensuring responsible employment and minimising transport and packaging waste.
The brand offers a free repair service, as well as being a member of 1% For The Planet.
Introducing new ideas is at the core of Velocio’s brand philosophy, with technologies such as the pee-break friendly FlyFree concept for women’s bib shorts and a generous range of sizing across both men’s and women’s ranges, from XXS to XXXL.
The manufacturing and product-design aspects of the apparel business will not be integrated into SRAM’s product development and production arm, according to Velocio.
What will change, however, is a greater level of backing from parent company SRAM to enable Velocio to undertake more in-depth product development, including an even greater focus on sustainable production and delivery, and leveraging SRAM’s international distribution and retail experience.