MTF Enterprises Limited, the long-established supplier of electric bikes in the UK, has announced the acquisition of the assets of EMU Electric Bike Company Ltd.
The deal, which doubles MTF Enterprises’ trade offering for electric bikes, involves the transfer of assets, trademarks, website, stock and distribution channels from EMU Electric Bike Company.
MTF Enterprises is the parent company behind Evolving Sports Distribution (its specialist trade supply division) and E-Bikes Direct (its online retail arm); the deal will also see MTF assuming responsibility for after sales support for EMU bikes, both on the road and with dealers.
As a result of the acquisition, Evolving Sports Distribution will be offering exclusive trade deals on the EMU product range to streamline its current inventory levels whilst gearing up for the launch of new EMU models in the summer of 2024.
Matt Flanagan, managing director at MTF Enterprises Limited, said: “We are delighted to have acquired the assets of this long standing and respected British brand. We have worked with EMU Electric Bike Company for over 10 years and know their products offer exceptional quality and value for money.
“This strategic acquisition underscores MTF Enterprises’ commitment to expanding its footprint in the electric bike market and strengthening its position as a pioneering champion of good value products in the cycling and outdoor leisure industry. The EMU brand is highly regarded in the market, and the style, specification and performance of its products make it a welcome and valued new addition to our family and furthers our strategy to offer e-bikes to suit all budgets and needs. EMU’s six models will complement out popular Dallingridge range as well as the company’s broader outdoor leisure offering, including Ezyroller go karts and AM cargo bikes.
“We look forward to introducing new models to the existing range in 2024 and developing the brand still further over the years to come.”
Jonathan Rose, director, EMU Electric Bike Company said: “I am delighted to pass the helm to MTF Enterprises, knowing that the EMU brand is in safe hands. MTF has been a valued and trusted industry partner in the 10 years EMU has been evolving and I know they will invest the same energy that we have in supporting and developing the brand for the future.”