The Belgian Cycling Factory has acquired the mountain bike brand Nukeproof from Frasers Group.
“Nukeproof is a brand with an incredible history, a fiercely loyal fan base, and a reputation for building some of the most exciting mountain bikes in the world,” Aerts said. “We are committed to preserving that legacy, investing in innovation, and ensuring that both existing and new riders continue to get the best.”
Nukeproof will be available through Belgian Cycling Factory’s dealer and distribution network.
“We recognize the passion and dedication of Nukeproof riders around the world and want to protect its legacy and ensure its future,” said Russell Merry, Frasers Group managing director of Wheels. “We’re pleased to be handing over the reins to a partner with a track record in innovative design, advanced manufacturing capabilities and benchmarking services.”
A little over a year ago, Belgian Cycling Factory announced it was relaunching the Eddy Merckx line, which had been off the market for several years. It took over the Merckx brand in 2017 after the brand had transitioned from several owners.
Frasers Group, which owns Evans Cycles and Sports Direct, assumed control of Nukeproof last year as part of its acquisition of Wiggle and Chain Reaction Cycles from Signa Sports United. In 2023, SSU announced plans to restructure and close its U.S. offices in Park City, Utah, which included operations for Nukeproof, Vitus, and the Hotlines wholesale distribution business.
In 2022, Nukeproof mountain bikes, components, and accessories were available directly in the U.S. market through a dedicated U.S. website and warehouse and a number of brick-and-mortar dealers.
However, Nukeproof, which is currently unavailable on these shores, will re-enter the U.S. market no later than 2027, the company said, but that “will be expedited if the right partner comes on board earlier”.
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