SEATTLE (BRAIN) — REI is bringing German mountain bike brand Ghost to the U.S., selling the high-performance bikes exclusively through REI stores and REI.com starting in January.
“Partnering with Ghost brand bicycles allows us to offer a premium, high-performance, award-winning bicycle brand with full distribution across the United States,” said Mike Cannon, REI merchandising manager for bike. “We are impressed with the level of detail, smart design and engineering Ghost brand bicycles bring to the industry. The line will also help round out our bike assortment so REI can better support all levels of cycling.”
Founded in 1993 in the Bavaria region of Germany, Ghost is part of Accell Group NV and its North American business entity, Accell NA. Ghost is distributed in more than 40 countries in Europe as well as Canada and now the United States. Accell also owns Raleigh, Diamondback, Torker, Currie, Redline and SBS in the U.S. and has brought in European brands Haibike and Lapierre to the U.S.
REI, which has 135 stores in 33 states, will sell high-end models through its retail stores, including the Kato full-suspension 7 E:I featuring Electronic Intelligence suspension, and Riot LC featuring Ghost’s Riot Link suspension design.
In February, consumers will also have access to a variety of other models in the Ghost line through REI.com that can be shipped anywhere in the United States.
“REI is the perfect retail partner to introduce a new premium European brand like Ghost stateside,” said Chris Speyer, CEO of Accell North America, parent of Ghost. “As a specialty retailer that employs a dedicated bike staff including highly trained mechanics, REI has the ability to accurately convey the quality and technology of the brand and match consumers with a bike that best fits their ability and riding style.”