Vista Outdoor will once again broaden its cycling arm with the acquisition of versatile e-bike brand Quietkat, a brand that produces specialist equipment for urban, hunting and multi-terrain use.
Recognising the pace of the e-bike market’s growth, Vista pointed to QuietKat’s 145% growth in 2020 and the brand recognition rising fast on the back of a Super Bowl advert that carried one of the first branded Jeep e-bikes.
“QuietKat is an electric bicycle company that specializes in designing, manufacturing and marketing rugged, all-terrain eBikes. Based in Eagle, Colorado, the company will continue to be led by its co-founders and twin brothers, Jake and Justin Roach,” said Vista Outdoor CEO Christopher Metz last week.
The product aligns well with the Vista portfolio, which has a presence in the hunting, fishing and arms market. This market alignment has in the past caused restlessness in the cycling world, with many calling for boycotts of the firm’s cycling goods in respect of its ammunition sales. A handful of cycling brands were divested in the wake of this turbulence, but Giro, Bell and Camelbak remain.
The purchase of the e-bike label came in tandem with an announcement that it would also acquire hunting clothing label Venor.
As part of the recent financial update, Metz added: “Fiscal year 2021 was historic on many levels: we welcomed millions of new outdoor enthusiasts, we expanded our family of brands with the additions of Remington and HEVI-Shot and we accelerated our transformation through record earnings, free cash and debt paydown. Today we turn to the future, which starts with our Value Creation Framework. The underpinnings of this Framework will fuel our three-year plan and guide our next phase of growth and value creation. I look forward to discussing this Framework and outlining our long-term financial targets during our Investor Day later this morning.
“I am equally excited to welcome QuietKat and Venor to the Vista Outdoor family of powerhouse brands. QuietKat is an electric bicycle company that specializes in designing, manufacturing and marketing rugged, all-terrain eBikes. Based in Eagle, Colorado, the company will continue to be led by its co-founders and twin brothers, Jake and Justin Roach. Venor is a Minnesota-based, hunt-inspired female apparel brand. The Venor lifestyle is anchored in adventure, community and empowering women to live their best outdoor lives. I am delighted to announce that Kelly Reisdorf, our Chief Investor Relations and Communications Officer, will expand her role and lead Venor as its General Manager,” concluded Metz.