Orange Mountain Bikes is officially returning to the US and Canada, thanks to exclusive distributorship via Aventuron. Orange is headquartered in Halifax, UK, and has a long history of successful downhill world cup results. Orange currently produces 26 different models, serving all different disciplines
Their press release provides some of the reasoning behind the move, and insight into what the future holds:
Orange Mountain Bike’s new owner, Ashley Ball, who is the nephew of founding partner Steve Wade, decided to accelerate the development of the brand outside the UK when he took control of the company in late 2015, with the United States and Canada as priority targets. The creation of a North American distribution structure required a company adhering to the values of the brand with a strong knowledge of the environment.
“We’ve been looking for someone to work within North America for a while now. We needed an organization that understands what Orange is all about and who understands the brand’s philosophy and values. Someone who has experience in working with niche brands, like ours and has an understanding of how to introduce brands into the US market. It would be all too easy to head to a big distribution company and just be another bike brand added to their existing portfolio. We’d get lost and wouldn’t survive. Orange needed someone who can tell the story, the history and the heritage to dealers and consumers and more importantly, get people to actually test the product. That’s why we’ve chosen to partner with Aventuron and benefit from their knowledge of introducing smaller, nicher brands into the US,” remarked Jay Tolan, General Manager of Orange Mountain Bikes.
“Our industry experience with niche brands sets a very high standard in which we seek out the best of the best. Orange Mountain Bikes has been a leader in the industry for years and a huge presence in Europe. We are absolutely thrilled to have them on as a partner and are excited to introduce them to our dealer network here in the United States and Canada,” stated Carl H. Martens, President & Owner of Aventuron.
The full line of Orange Mountain Bikes will be available for purchase through a dealer network comprised of independently owned and operated bicycle retail shops (IBDs) and via the Aventuron website which will operate in tandem with dealers that make commitment to the brand.