Combined Ridley/Merckx brands launch dual strategy for US market
Published September 20, 2017
by BRAIN Staff LAS VEGAS (BRAIN) — The two Belgian brands Ridley and Eddy Merckx are making their first combined appearance here at Interbike, as the brands unveil their dual strategy. Ridley's parent company, then known as Race Productions, took over the Merckx brand in June. The company has since been renamed Belgian Cycling Factory NV. The Merckx U.S. office and warehouse in Mount Kisco, New York, has been closed, and Ridley will soon stop work