News: Sugoi Acquires Sombrio

Dave Watson sells the freeride apparel brand he started in 1998

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PRESS RELEASE

Sugoi Performance Apparel announced on Monday the acquisition of mountain-bike and lifestyle apparel brand Sombrio. The purchase price was not disclosed.

North Shore freeride pioneer Dave Watson founded Sombrio in 1998, specializing in apparel for freeride and gravity riders. Sugoi, which is owned by Canada’s Dorel Industries, has traditionally focused on triathlon, cycling and running apparel.

“There are a number of synergies in adding Sombrio to the Sugoi family,” said Kyle Weiner, president of Sugoi. “We’ve been an admirer of the Sombrio brand for many years, and its addition will provide strong growth momentum for the combined companies. This was a natural fit for us and an incredible way to expand our portfolio of apparel, developing freeride, gravity, and lifestyle mountain bike offerings.”

Watson expressed enthusiasm about the potential of Sombrio’s next chapter.

“I welcome the opportunity this acquisition creates as well as the boost Sombrio will see in future products and improving relationships in our market. I’m thrilled to lead the charge on the growth of Sombrio alongside a new team. Our brand will drive innovation with some of the best athletes and creative minded individuals in the two-wheel space.”

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