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Parlee Cycles has been acquired by John Harrison, who will assume an active role in the company and serve as its CEO. The Parlee Cycles brand will continue, and the company will operate under the name Parlee Composites, Inc.
Source: Press Release
John Harrison is a passionate cyclist and has ridden a Parlee bike for many years. He grew up in South Africa, lived in Europe for about 10 years, and has resided in the Boston area for the past 13 years. John has had a successful career working with small and medium-sized businesses, overseeing their sustainable growth in various global markets. He has guided and led several organizations through growth cycles, consistently focusing on people, processes, and products, supported by clear objectives and processes. He is excited to take on the role of CEO and will focus exclusively on advancing the company from its headquarters in Beverly, Massachusetts. John will concentrate on personally supporting the team in the field, in sales development, and channel growth.
Founder Bob Parlee will remain on board as Head of Design and can now focus 100% on what he has done beautifully for over two decades: making “the best bikes in the world.”
Retaining the entire team
The Parlee Cycles team remains unchanged in terms of organization, and all dealer and customer contacts for the company will remain the same. Parlee plans to hire new key positions immediately to support anticipated growth in 2024.
Parlee is committed to developing new models and is excited to make exciting announcements in this area by early 2024.
Distribution
Parlee remains committed to a dealer distribution strategy and plans to focus on increasing its global representation. The company does not aim to transition to direct-to-consumer sales. For France, distribution is still handled by Mohawk’s, a partnership that has lasted for 10 years now. Parlee believes even more than before in the personalization and customization of its bikes.
Operational Excellence
John is committed to operational excellence for the entire company. This commitment will benefit the Parlee team and will also impact dealers and, ultimately, customers. Parlee retains its expertise in the art of creating unique bikes specific to each user, to even better satisfy its dealers and end customers. Until now, only large traditional bike brands have been able to focus on their business structure in this way. Custom brands are generally considered “artists” first, and “a business” second. Parlee plans to reverse this trend. Inventory, logistics, and operations are opportunities for improvement for the team, and John will bring his expertise in these areas to reorganize and improve the entire marketing process. The company will earn respect throughout the industry for its accuracy, speed, communication, and collaboration, as well as for creating a seamless business experience. The result of this strategy will be increased profitability for Parlee dealers, benefiting both small business owners and customers. Parlee is optimistic that this will be a boon for the entire industry in 2024 and beyond.
Building on Community
Customers, dealers, and fans have played a significant role in making Parlee such a great brand over the years. Parlee will build on community development and find ways to connect with the “Parlee family.” Part of this effort will be marketing-related, but the company’s actions and culture will be even more important. Parlee wants all dealers and cyclists to see the active steps they are taking to help all cycling enthusiasts feel connected to what Parlee has built and what they represent.
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