Amer Sports completes sale of Mavic to Californian private equity firm

Mavic brand is no longer part of Amer Sports portfolio, as of July 9th 2019. The move, announced back in March, sees Regent LP, a private equity company based in California USA, take ownership of the brand.

Regent LP said it backs the existing Mavic business strategy around developing a premium full cycling brand internationally. Product and development plans for Mavic are set to accelerate, with a “focus on service, quality and performance”.

“We will continue to refine our product offering, develop an even sharper focus on our consumers, simplify our business and invest in our infrastructure.

“This change in ownership will enable us to re-focus and drive our strategy across all our channels and regions, securing a bright future for the Mavic brand.”

The press statement added that for the next three years there will be no change for the day-today business around development, supply or financial matters.