YT Industries the latest private equity takeover

Direct to consumer bike label YT Industries is the latest to be acquired by private equity investment thanks to a majority stake deal with Ardian.

The management team will now by led by the former Amazon manager Sam Nichols who came on board with YT in 2020, alongside founder and CVO Markus Flossmann. 

It is suggested that working alongside Jacob Fatih’s business incubator Crealize YT will now set out on a product portfolio expansion beyond the 40 mountain bikes and portfolio of P&A now offered.

The company plans to enhance customer experience and service, integrate data-driven decision making and expand its business across Europe and the US, according to the announcement.

Markus Flossmann said of the deal: “With Ardian as a partner, we look forward to taking the business to the next level by expanding our business internationally and getting even closer to our customers. For us, it is essential to remain faithful to our values ​​which have made our success: we focus on quality, innovation and our community. We look forward to leading the company to the next chapter in its young history.”

Dirk Wittneben, Head of Ardian Expansion DACH, added: “The combination of one of the most popular performance MTB brands and the underlying structural growth of the international MTB markets provide significant growth potential for YT. The company’s innovative and ambitious founders and management team combine strong passion for the product, a highly successful marketing approach as well as an outstanding online direct-to-consumer distribution model. We are thrilled to be able to support Sam, Markus, and the wider management team to help them achieve their envisaged growth path.”

Following its largest direct competitor’s buyout last year, the deal with YT Industries again fits a model described to CI.N by ‘bike bankers‘ focused on our market as ideal for investors.

The transaction remains subject to the authorisation by the competition authorities. The financial terms of the transaction were not disclosed.