BikeBiz Bicycle and cycling retail news
Ass Savers AB, the company behind the Swedish fender brand Ass Savers, is now officially known as Paraply AB. Meaning “umbrella” in the team’s native language, this name change comes after a decade of keeping cyclists dry under a more descriptive moniker.
The company says the Ass Savers brand name and product offering remain unchanged. Instead, the shift in title of the parent company signals an opening up to new ideas and potential future projects.
We’re proud of what we’ve built under the Ass Savers name, and that’s not going away. With Paraply AB, we’re creating room to grow and we’re excited about the possibilities ahead. Thanks for joining us on our next ride — we know it will be worth it! – Paraply Team
According to Paraply, from a practical standpoint, the new name also simplifies strategic communication opportunities, helping avoid spam filters and enabling advertising campaigns, which had previously been restricted by certain channels due to the cheeky nature of the original Ass Savers name.
This change primarily concerns Ass Savers brand distributors and dealers, with Paraply serving as the company’s new B2B identity.
All direct communications with the brand and parent company can continue through the regular channels. For any questions or requests, please reach out to Brad@crank-communication.com
