MTF Enterprises acquires EMU Electric Bike Company assets

Evolving Sports Distribution parent MTF Enterprises Limited, has acquired the assets of EMU Electric Bike Company Limited.

The deal, which doubles MTF Enterprises’ trade offering for electric bikes, involves the transfer of assets, trademarks, website, stock and distribution channels from EMU Electric Bike Company for an undisclosed sum.

MTF Enterprises, the parent company behind Evolving Sports Distribution (its specialist trade supply division) and E-bikes Direct (its online retail arm) will also assume responsibility for after-sales support for EMU bikes, both on the road and with dealers.

The addition of EMU bikes to sit alongside MTF’s popular Dallingridge eBike range will complement the company’s broader outdoor leisure offering that includes Ezyroller go karts and AM cargo bikes.

As a result of the acquisition, Evolving Sports Distribution will be offering exclusive trade deals on the EMU product range to streamline its current inventory levels and gear up for the launch of new EMU models in the summer of 2024.

This strategic acquisition underscores MTF Enterprises’ commitment to expanding its footprint in the electric bike market and strengthening its position as a pioneering champion of good value products in the cycling and outdoor leisure industry, it said.

Key acquisition highlights include:

Trademark Acquisition: This acquisition includes the transfer of EMU Electric Bike Company Ltd’s valued trademarks, further solidifying MTF Enterprises position in the eBike market.

Distribution Rights: MTF Enterprises gains exclusive distribution of EMU Electric Bike Company Ltd’s range of products through this acquisition, strengthening its ability to meet the growing demands of its customers and future potential of the electric cycle market in the UK.

Matt Flanagan, Managing Director at MTF Enterprises Limited, said: “We are delighted to have acquired the assets of this long-standing and respected British brand. We have worked with EMU Electric Bike Company for over 10 years and know their products offer exceptional quality and value for money.

“This acquisition furthers our strategy to offer eBikes to suit all budgets and needs. The EMU brand is highly-regarded in the market, and the style, specification and performance of its products make it a welcome and valued new addition to our family. EMU’s six models will complement our popular Dallingridge range.

“We look forward to introducing new models to the existing range in 2024 and to developing the brand still further over the years to come.”

Jonathan Rose, Director, EMU Electric Bike Company:  “I am delighted to pass the helm to MTF Enterprises Limited, knowing that the EMU brand is in safe hands. MTF has been a valued and trusted industry partner in the 10 years EMU has been evolving and I know they will invest the same energy that we have in supporting and developing the brand for the future.”