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This story originally ran on Beta’s sister publication Bicycle Retailer & Industry News.
Ardian Expansion will become investors in the direct-to-consumer mountain bike brand YT Industries. Financial terms were not disclosed.
Ardian Expansion, a private investment group, will work with YT founders Markus Flossmann and Jacob Fatih and the management team that also includes Sam Nicols. YT said it intends to enhance customer experience and service, integrate data-driven decision-making, and expand business across Europe and the U.S.
“We at YT are passionate mountain bikers, and we develop our bikes with heart and soul,” Flossmann said.
“Thanks to an outstanding team, YT has become one of the world’s most admired brands in the mountain bike space. Together with Ardian as our partner, we are looking forward to taking the company to the next level by expanding our business internationally and coming even closer to our customers. To us, it is critical to stay true to our brand and stick to our core values, which made us successful: focus on quality, innovation, and our community. We are excited for the growth that this new partnership heralds and leading the company into the next chapter of its young history.”
YT Industries was founded in 2008 in Essen, Germany. It currently offers 40 models, including downhill, enduro, all-mountain, and e-MTB.
“The combination of one of the most popular performance mountain bike brands and the underlying structural growth of the international mountain bike markets provide significant growth potential for YT,” said Dirk Wittneben, head of Ardian Expansion. “The company’s innovative and ambitious founders and management team combine strong passion for the product, a highly successful marketing approach as well as an outstanding online direct-to-consumer distribution model. We are thrilled to be able to support Sam, Markus, and the wider management team to help them achieve their envisaged growth path.”