Mechanics & Locomotion
Aug 1, 2017
Kross expands to Holland
In November 2016 the world of cycling enthusiasts was shaken with the bankruptcy of Multicycle, the largest bike manufacturing company of Holland internationally recognized due to the technological advances that led it to create e-bikes.
The e-bikes are an extremely light version of the old fashioned motor bikes that, to the naked eye, cannot be distinguished from any other conventional bikes but are fed through electrical energy and do not require an extra effort by the cyclist when cycling on rough terrains or uphill, that supplementary energy that on common bicycles would have to come from the cyclist's legs, on the e-bikes is supported by a small electric engine with an autonomy similar to that of any electric car and capable of reaching the same average speed of any inner city vehicle.
When all seemed lost Kross SA, the largest Polish bicycle producer, took the chance to expand its operations in European soil and moved forward with the purchase of Multicycle to assure that its production was kept in Holland, acquiring this way a recognized brand famous for the quality of its urban and mountain bikes as well as for its break through electric bicycles whose target audience was the high end of the cyclist market.
On June 2016 Kross had already made a public statement regarding its interest on beginning to expand the company to other countries within the European Union, hence not being such a big surprise this strategical advance to Holland.
Kross was founded by Zbigniew Sosnowski in 1990, currently producing all sorts of urban, mountain, children and foldable bicycles while also producing, since 2004, its own brand of scooters, Zipp, exporting its bicycles and motorcycles to over 40 countries.
The Polish company wasted no time and rehired Multicycle's employees and reset production of its bicycles at once in Holland, discussing now how it will deal with the warranties of the products that were sold to dealers up to November 2016, by the former owners of the brand.
Multicycle was founded in 1977 and has a 40-year presence on the international cycling market and for Kross that means a golden opportunity to penetrate on an attractive market with an already recognized brand and a production and distribution network already in place and functional, the advanced technological knowledge and the decades of experience will also benefit its Polish headquarters.
All this marketing and promotion experience will now be used to recover the domestic market and on the international expansion of the new Multicycle. A curious fact being that Kross had already tried to purchase the Dutch company back in 2007, sadly the negotiations terminated without an agreement and only now, a decade later and under different circumstances, did the purchase finally came true.
Besides these positive aspects, the Polish company admitted that the main reason for the purchase was the technology responsible for the creation of the innovative electrical bicycles created by the Dutch company, believing that it can use its already established European distribution network to enhance Multicycle's exportations, given that up to date the company had only focused on the Dutch domestic market.
In its 27 years Kross rose to success thanks to its on target mass marketing used to sell its products in both the national and international markets, going so far as to create its very own professional cycling team, Kross Racing Team, that is currently amongst the world's top three cycling teams under the leadership of Maja Włoszczowska, Olympic athlete that won the silver medal on the Olympic Games of 2016. For the next season the team also hired the Swiss cyclist Jolanda Neff, current world champion of the UCI World Championship (Union Cycliste Internationale – International Cyclist Union), estimating that it will benefit the team and the recognition of the brand.