Mit der Pleite von Signa Sports United (SSU) war auch Nukeproof eine der direkt betroffenen Marken und stand vor einer ungewissen Zukunft – jetzt gibt die Belgian Cycling Factory die Übernahmen der 1990 in den USA gegründeten Marke bekannt. Mit dem Zukauf möchte BCF sein Portfolio, zu dem bereits die Marken Ridley und Eddy Merckx zählen, erweitern.
BCF betont, dass der Markenkern von Nukeproof durch die Übernahme bewahrt werde. Zum Erhalt der gewohnt hohen Entwicklungs- und Fertigungsstandards sollen ehemalige Nukeproof-Mitarbeitende in das neue Team integriert werden. Konkrete Zahlen oder Investitionssummen liegen bislang nicht vor. Laut Frasers Group, die 2024 den Unternehmenskomplexes um Wiggle und Chain Reaction Cycles und damit auch Nukeproof übernahm, soll diese Übergabe vor allem sicherstellen, dass Nukeproof weiterhin einen Fokus auf innovative Produktentwicklung legen kann.
Von BCF heißt es zudem, dass Nukeproof-Bikes ab dem dritten Quartal 2025 über das bestehende Servicenetz, das Händlernetzwerk sowie globale Vertriebspartner verfügbar sein werden. Genauere Details zu Modellen oder Neuerungen liegen derzeit nicht vor.
Die Pressemitteilung im Wortlaut:
BELGIAN CYCLING FACTORY ACQUIRES NUKEPROOF FROM FRASERS GROUP PLC
25 February 2025 – Belgian Cycling Factory has acquired renowned mountain bike brand Nukeproof from Frasers Group.
Frasers Group, which owns Evans Cycles and Sports Direct, took on Nukeproof in 2024 as part of its acquisition of Wiggle and Chain Reaction Cycles.
Belgian Cycling Factory (BCF), one of Europe’s leading bike manufacturers and the largest in Belgium, has acquired renowned mountain bike brand Nukeproof from Frasers Group – marking a significant step in BCF’s commitment to high-performance cycling.
Founded in 1990 in the USA, Nukeproof has grown to become one of the biggest names in mountain biking, known for its progressive geometry, race-winning design, and unparalleled durability. The bikes have long been the brand of choice for both elite racers and keen amateurs – frequently spotted on the World Cup Downhill and Enduro World Series podiums.
By bringing Nukeproof into the fold, BCF cements its position as a premier manufacturer of top-tier bikes, across multiple disciplines, adding to a portfolio that already includes Ridley and Eddy Merckx bikes.
Statements on the Acquisition
Jochim Aerts, Chief Executive Officer and Owner of Belgian Cycling Factory:
“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. We are committed to preserving that legacy, investing in innovation, and ensuring that both existing and new riders continue to get the best. To maintain this continuity, key members of the previous team have already joined us, bringing their expertise and deep understanding of the brand’s DNA. This is an exciting new chapter, and we’re looking forward to building the future of Nukeproof together.”
Russell Merry, Managing Director of Wheels at Frasers Group:
“We recognise the passion and dedication of Nukeproof riders around the world and want to protect its legacy and ensure its future. 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. With BCF at the helm, we are confident that the brand will continue to thrive and evolve. Frasers Group will remain strong supporters of Nukeproof, ensuring customers can access the bikes they love as the brand enters this exciting new era.”
Availability from Q3 2025
From Q3 2025, Nukeproof will be available through BCF’s service center, dealer network, and global distribution partners.
About Belgian Cycling Factory
Belgian Cycling Factory, a synonym for the authentic quality label, is Belgium’s largest bike manufacturer. BCF produces world-class road, gravel, mountain, cyclo, time-trail, triathlon and track bikes under the Ridley and Eddy Merckx brands. With a focus on innovation, performance heritage and premium services, BCF continues to push the boundaries of cycling excellence.
About Frasers Group
Frasers Group started as a small store in Maidenhead in 1982 and from there, grew to become a global powerhouse. Led by Chief Executive Michael Murray, the business is set on a formidable upwards trajectory as it continues to expand with its pioneering approach to retail. Frasers Group provides consumers with access to the world’s best Sports, Premium and Luxury brands with a vision to build the planet’s most admired and compelling brand ecosystem.
As a leader in the industry, Frasers Group is committed to rethinking retail by driving digital innovation and providing unique store experiences to its consumers globally.
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