SAN DIEGO (BRAIN) — The Diamondback brand has had a long history with many distinct eras, starting in BMX in the 1980s, then becoming a major mountain bike brand in the 1990s NORBA era. In recent years, under ownership by the Accell Group, the brand was both a mid-priced offering in sporting goods stores and a higher end e-commerce brand, with flashy triathlon bikes and carbon full suspension mountain bikes sold online.
Now, under new owners, Diamondback is refocusing on IBD sales and launching new programs at the CABDA West expo, opening in San Diego on Wednesday.
Regent, a California investment group, acquired Diamondback, iZip and Redline from Accell last year and formed Alta Cycling Group to sell those brands. Alta also took over as North American distributor of several brands still owned by Accell: Raleigh, Haibike, and Ghost. Regent also owns Mavic, which is operated separately from Alta.
Alta’s chief commercial officer, Larry Pizzi, said the company is now targeting dealers with the Diamondback brand.
“Over the past several years Diamondback has pursued a direct-to-consumer strategy, and while that has enabled the brand to maintain a loyal following, it has disregarded the importance of IBD’s,” Pizzi said. “Our new …read more