Clothing brand Velocio has announced its acquisition by SRAM, marking the component manufacturer’s first major foray into soft goods and the end of a near-decade-long run of impassioned independence from Velocio.
Velocio, founded in 2013 with a collection of women’s clothing, gained popularity for its of-the-moment designs and focus on sustainability.
The two brands previously partnered as the title sponsors of the Velocio-SRAM women’s professional team in 2015.
“In selling Velocio, our focus was on finding a partner, a large brand or brand family that would value our three pillars: design, responsibility and culture,” Velocio said in a statement confirming the acquisition. “We approached SRAM precisely because we thought there might be a place in their well-respected orbit of components and bike products for us. We approached SRAM because our cultures are compatible.”
At least in the short term, Velocio’s sourcing and supply chain, lauded for its sustainable approach, will remain unchanged. The Velocio Signature Guarantee that allows customers to try Velocio clothing risk-free for 30 days, as well as the yearly Unity fundraising campaign will remain unchanged.
SRAM has a long history of using acquisitions to step into new markets, all the way back to its purchase of Avid (brakes) and RockShock (suspension) more than two decades ago. More recently, it acquired Hammerhead, adding the company’s GPS computers to its portfolio.
Until now, SRAM avoided soft goods, even as major competitor Shimano stepped successfully into footwear, clothing, and helmets, the latter two via its Pearl Izumi and Lazer acquisitions. The purchase of Velocio indicates that SRAM’s hard-goods-only approach has changed.