"Owner Chris Sugai said the pre-packaged bankruptcy is a tool to sell the company to Denver-based private equity firm Columbia Basin Partners.
“They are a group of passionate cyclists … they were fans of the company long before we ever met,” Sugai said. “In order to continue to grow, we needed a large capital investment.”
With fresh investment, Niner wants to: “Hire the engineers and product managers necessary to design bikes for women, to begin offering kid’s models, to create electric mountain bikes, and continue to increase models,” filings say."
Hanno trovato i soldi per andare avanti, per creare nuovi modelli e per allargare i settori di mercato dove competere. Il marchio quindi prosegue. Se poi per tagliare i costi verrà tagliata anche la qualità delle bici è un altro discorso.