Bosch eBike Systems has announced a 50% stake in Magura Bike Parts, with the joint venture in future operating under the name Magura Bosch Parts & Services GmbH & Co KG.
The joint venture aims to enhance cooperation in service and replacement parts distribution for bikes and e-bikes, while strengthening service range to the European markets.
Armin Harttig, Head of Sales and Service at Bosch eBike Systems, said: “Providing specialist bicycle retailers with an excellent service is an important part of the Bosch eBike Systems business model. In recent years we have already had an important partner in Magura Bike Parts.
“The joint venture is the next step in strategically strengthening and expanding our services to the main e-bike markets in Europe in the long term.”
Magura Bosch Parts & Services will continue to provide dealer assistance as well as distribution of replacement parts for Magura products, components of Bosch eBike Systems and third party products in the bike industry.
The headquarters of the joint venture, which currently has around 90 employees, is in Bad Urach, Germany.
Fabian Auch, partner in Magura, added: “The joint venture is the logicial continuation of many years of cooperation with Bosch eBike systems. In this way, we can make even better use of synergies for the bicycle and e-bike growth markets, in order to not only meet current and future market demands but to push ahead with innovations and further expand and develop our current service business in the long term.”
The merger is subject to the approval of the relevant antitrust authorities, with both parties agreeing not to disclose financial details.