Potential wheel superbrand created as Mavic’s parent company buys Enve

Potential technology crossover between the two brands

You might not have heard of Amer Sports, but the Finnish company, which already owns Mavic, is looking to expand its cycling portfolio by buying American wheel brand Enve Composites in an all-cash deal worth $50 million.

>>> Do you need some deep section wheels?

>> Subscribe to Cycling Weekly this Autumn and save 35%. Enjoy the luxury of home delivery and never miss an issue <<

Founded in 2007, Enve has grown quickly with its range of high-end carbon-fibre wheels and components, with annual sales of $30 million, and Amer Sports has obviously targetted the American company as it seeks to expand its portfolio both within cycling and within the United States.

In its press release that brought news of the acquisition, Amer Sports specifically mentioned how Enve’s “capabilities in carbon technology [could] complement Amer Sports’ cycling category”, while Enve’s own press release stressed how it “will complement the Mavic brand”.

>>> Buyer’s guide to road bike wheels (videos)

This could well mean technology crossover between the two companies, possibly meaning that we could see Mavic adopting the super-wider rims that have generally graced Enve wheels.

However, Enve has stressed that it will be busieness as normal, with both the design and production of all of its wheels and components remaining in Ogden, Utah. This is similar to the approach that has prevailed at Mavic, which despite having production facilities in Asia and Eastern Europe, still manufactures most of its high-end wheels in France.