Mavic, the French wheel and equipment brand, has opened an office in the ‘cycling-rich community’ of Waterbury, Vermont. The facility will support Mavic’s sales and service in North America.
“We are thrilled to be back in the USA to address the needs of our North American customers with our new Mavic Service Center in Waterbury, Vermont,” said Jean-Michel Bourrelier, CEO of Mavic USA.
“We are also very excited to unveil many new products in the coming months, relevant to the US market and local riders. We hope that American gravel, mountain and road riders will be able to experience our new wheel technologies and discover our new apparel that celebrate the long-standing history of our brand.”
Since July 2020, France’s Bourrelier Group has been a 100% shareholder of Mavic, helping to put an end to a period of uncertainty for the brand.
Private equity firm Regent had been a previous owner of Mavic, when it acquired the brand in July 2019 from Amer Sports. However, Mavic was subsequently put in receivership, with Bourrelier Group stepping in to protect the future of Mavic (which was originally established in 1889).
According to Mavic… ‘The new USA operation sees Mavic focus on reconnecting historic and past accounts as well as new customers to re-establish a robust IBD and OE network. With support from the newly established Mavic Service Center in Waterbury, the company will be able to provide a full spectrum of support to dealers, partners, and riders throughout North America.
‘The team is fully operational with a complete sales and service staff eager to connect with customers. The company will initially focus on wheels with plans to offer the complete Mavic line of products in the near future.’
“Our team in the US comes with a wealth of knowledge and experience to contribute to Mavic’s already rich history of over 135 years,” said Josh Saxe, Sales and Marketing Manager for North America.
“While Mavic didn’t invent the wheel itself, it is the business of Mavic to reinvent the wheel. We’ll be bringing our perspective directly from the field to inform what comes next. We have a lot of new and exciting products to share, and while our focus absolutely includes the sales and marketing around these products, we are emphasizing supporting our customers both new and old, while also participating in our local community and grassroots efforts.”
Following the launch of the award-winning, superlight Cosmic Ultimate 45 Disc wheelset, Mavic continues to innovate with several new products to be introduced in 2024. The new wheelsets will expand the selection of gravel, mountain, road and ebike offerings, including regional products built specifically for the North American market.
