Pon Holdings, the acquisitive Dutch bicycle group, has taken over Santa Cruz Bicycles from California, which specializes in high-end mountain bikes. Its range is sold in about 70 countries under the Santa Cruz brand for men and Juliana for women. Pon, a major Dutch car importer, has been storming through the bicycle industry in the last years by acquiring Gazelle, Cervélo, Derby, Kalkhoff, Focus, Univega, Rixe, Union and BBB Cycling earlier this year. The company estimates that it will reach sales of about 800,000 bicycles and €600 million this year. Santa Cruz Bicycles was established in 1993 by the skateboarder Rob Roskopp and his partner Rich Novak. The Californian brand is to be integrated into the Pon Bicycle Group but Roskopp is to stay on board as chief executive with the current management team, while the company remains in Santa Cruz. Its most important markets are the U.S., Canada and the U.K.

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