Back in August, Edge Composites announced (see PR below) it was changing its name to ENVE due to a trademark issue that developed as their products entered the European market. According to BikeRadar.com, Edge branded components would be sold through the end of 2010, at which point all products would be sold under the new ENVE brand. At the same time they also announced they had started construction on a new 20,000 sq ft manufacturing facility. Well, it’s now 2011 and ENVE components are now showing up and as of January 10th, they were all moved-in.
The reason this even hit my radar is contained in my next blog entry today regarding Calfee’s nearly completed website overhaul… where I noticed the ENVE 2.0 was listed as one of their tandem fork offerings, along with Co-Motion’s new Elite Carbon fork, the Wound-Up and a Winwood model. Having not recalled the Edge name change, it took all of about 3 seconds with Google to discover the name change.
FOR IMMEDIATE RELEASE
AFTER AN EXPLOSIVE 2010, EDGE COMPOSITES ANNOUNCES NEW NAME
August 26, 2010 – Ogden, UT, USA – Edge Composites, manufacturer of elite carbon fiber bicycle rims and components, has announced their new company and brand name as ENVE Composites. Effective September 1st, the new name and associated collateral will be introduced at Eurobike. Ownership, management and staff will remain the same.
Trademark issues in Europe have been problematic for the three year-old company. Founder Jason Schiers said, “When we started the company three years ago, we were focused mainly on gaining a foothold in the domestic market. We were Engineers, Designers and Cyclists, and frankly, we didn’t consider checking for trademark registrations outside of the U.S. Obviously our reputation overseas has outgrown this mindset and it has become an issue recently.”
Schiers added that they had an opportunity for a license agreement in Europe but opted against it, advising “We have actually established a great relationship with the current trademark holder in Europe and, regardless of the fact that there will be no license agreement between us, there is a strong likelihood that we will discuss a future collaboration.”
Chairman Paul Lehman cited a confluence of factors affecting the decision, primarily the opportunity created by recent developments in engineering. “In the past few months we started construction on a new 20,000 square foot state-of-the-art composite facility and are announcing a major partnership with one of the top aerodynamic specialists in the world that we collectively believe will change the way bicycle wheels are designed. So much great stuff has happened that we really feel like we are a new company and so, what better time to launch a new name to go with it?”
“We have made a conscious decision to focus our energy and resources on new product development and we’re really comfortable with that, plus we really like the new name. It signifies a start of a new direction and an evolution of our products. We have spent the last year creating some exciting improvements to our product line that you will get to see and ride in the year ahead,” Lehman added.
About ENVE Composites
ENVE Composites is an Ogden, Utah based composites specialist manufacturer of world-class engineered bicycle wheels and components. Despite the company’s relative youth, their engineers have innovated and designed for some of the world’s most respected companies in the bicycle and outdoor industry with over 30 years of carbon engineering experience.