Garneau acquires Sugoi and will launch ‘cycling lifestyle’ category
28/06/2018
Sugoi, founded in Vancouver in 1987, specialises in cycling, triathlon and running apparel. Fifteen years ago, it also launched mountain bike apparel brand Sombrio. It has a presence in more than 3,000 retailers.
On making the announcement, LGS said the acquisition would help it reinforce its position on the west coast (of Canada and the US) and grow in Europe and Asia. Founder, Louis Garneau, said he believed the deal would help LGS become “a world leader in cycling apparel”.
Explaining what this means for LGS, he added: “Cycling is not only about the professionals, it is also a lifestyle. We will be touching many categories of cycling through apparel. We want to become the leader by introducing a ready-to-wear bike apparel segment for people who practise active transportation, making biking accessible and fun for everyone and, in doing so, create a cycling lifestyle.”
He said the group will make a formal presentation of its new set-up at the Eurobike event in Friedrichshafen (July 8-10). “We will present our three brands, the strength of our innovations and the spirit of Canada,” Mr Garneau said.
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