PHOENIX (BRAIN) — Effective Sunday, July 1, Serfas will take over sole distribution of Benno Bikes in the United States.
"This is a very exciting time for us all," said Ben Luster, the sales manager at Benno Bikes USA. "The reception to the brand, and the growth rate over the first two years, has far exceeded our expectations. Serfas brings the needed personnel, resources and dealer relationships to sustain such growth."
Serfas had a limited advisory role with Benno Bikes USA since its inception; advising on programs, goals and how to grow dealer relationships. Therefore, the company said, the change will not affect retailers. "We're thrilled to officially bring Benno Bikes USA under the Serfas umbrella," said Serfas' general manager, Erik Braucht. "For a young brand, that is built upon Benno's 25 years in the industry, Benno Bikes has an impressive foundation and well thought out vision to build upon."
For 2019 Benno Bikes will be adding several new pedal and e-bike models, along with expanding its accessory line.
Founder Benno Baenziger said, "We've set out to provide the most comprehensive, highest functioning, and most aesthetically pleasing utility and urban line in the industry. With the added product and new distribution setup, I'm confident great things are in store for Benno Bikes and Serfas."
Baenziger, a co-founder of Electra Bikes, launched Benno Bikes in 2015.
Benno Bikes will have a booth at Eurobike (#A2-316) and Serfas is returning to Interbike this year to showcase its full line of accessories and will also have the full Benno Bikes lineup.
