IN BRIEF
A week after buying the Sparta brand out of Accell’s bankruptcy, Tenways has set out its plan: the aim is to sell Sparta bikes again in 2027. Sparta will remain a standalone brand, with its own team, rather than being merged into Tenways. Tenways states that it bought the brand, the intellectual property and the production documentation for selected models, but not the stock or the former company’s service obligations: it is therefore not automatically responsible for every warranty and service case on Sparta bikes already sold.
The delay comes down to what is missing: Tenways states that it bought no production infrastructure along with the brand. Before putting new Sparta bikes back in shops, Tenways has to rebuild the dealer network, the product supply chain and an organisation dedicated to the brand.
Tenways promises Sparta a separate team
Tenways bought Sparta on 15 October, as part of Accell’s bankruptcy. The new owner says the Dutch brand will keep its identity: it will work with its own team, drawing on existing experience in the bicycle industry, rather than being absorbed into Tenways. Amir Fazeli, General Manager Europe at Tenways, sums it up: “We are not here to close a chapter of Sparta, we are here to write the next one.”
Service still uncertain for Sparta owners
The bad news is for people who already ride a Sparta. Tenways says the former company’s service obligations were not transferred to it: it is therefore not automatically responsible for all ongoing warranty and service cases. The company says it wants to help these owners, but within the limits of the legal rights and obligations attached to the assets it acquired. Tenways also states that, without historical sales data, its ability to offer full customer service is limited: the company still has to build up the necessary technical know-how and a reliable supply of spare parts, which “will take time”.
To sell again, Tenways is counting on a network that has to be rebuilt. The company already claims more than 1,200 dealers for its own brand.
