Sugoi rescues fellow Canadian brand Sombrio

Dorel-owned Sugoi has purchased Canadian freeride and casualwear label Sombrio for an undisclosed sum.

“There are a number of synergies in adding Sombrio to the Sugoi family,” stated Kyle Weiner, president of Sugoi. “We’ve been an admirer of the Sombrio brand for many years, and its addition will provide strong growth momentum for the combined companies. This was a natural fit for us and an incredible way to expand our portfolio of apparel, developing free ride, gravity, and lifestyle mountain bike offerings.”

Sombrio had found itself in diffuculty having expanded into retail, before one of its investors reportedly withdrew from the business. Sombrio owner Dave Watson will continue to represent the brand alongside an expanded team.

Watson said: “I welcome the opportunity this acquisition creates, as well as the boost Sombrio will see in future products and improving relationships in our market. I’m thrilled to lead the charge on the growth of Sombrio alongside a new team. Our brand will drive innovation with some of the best athletes and creative minded individuals in the two wheel space.”

www.sombriocartel.com