Ass Savers parent company rebrands to Paraply AB

Ass Savers AB, the company behind the eponymous Swedish fender brand Ass Savers, has renamed itself Paraply AB.

The new name translates to “umbrella” in Swedish. According to the company, the change is intended to simplify strategic communication, help avoid spam filters, and enable advertising campaigns that had previously been restricted by certain channels due to the “cheeky nature” of the original Ass Savers name.

Despite the rebrand, the Ass Savers name and product offering remain unchanged.

“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,” the company said.

The company added that the change primarily concerns Ass Savers’ distributors and dealers, with Paraply serving as its new B2B identity. All direct communication with the brand and parent company can continue through the usual channels.

In 2023, Ison Distribution expanded its portfolio with the addition of Ass Savers. Founded in 2011 in Gothenburg, Sweden, Ass Savers designs and manufactures minimalist mudguards and weather protection gear for cyclists. Guided by the philosophy of doing more with less, the brand focuses on using mainly recycled materials to create simple yet ingenious products that make every ride more enjoyable.