Firefox Bikes teams with Swiss Military

Firefox Bikes, a premium bicycle manufacturer known for its leisure bikes has joined hands with the global lifestyle brand Swiss Military to launch co-branded urban bikes. The association was mediated by Bradford Licensing India. This is the first deal after Hero Cycles acquired Firefox bikes, which operates into premium segment. As a part of the deal, Firefox Bikes will manufacture and retail the Swiss Military bikes for youth at all retail points including Firefox stores, departmental stores, hypermarkets, and multi-brand outlets. Firefox will initially launch four models of co-branded bikes. Commenting on the announcement, Ajit Gandhi, Marketing Head for Firefox Bikes said, “Swiss Military is a rugged and outdoor centric brand and perfectly gels with our brand positioning.” The Swiss Military branded range of Firefox Bikes will be launched by June this year. Post acquisition, Firefox Bikes is expanding its footprint across India and targets its products at high-income salaried groups, corporate professionals, kids and young parents. The brand has its presence marked in premium bicycle segment and has acquired licenses of Superman, Batman, Tom & Jerry, Popeye etc.