IN BRIEF
Santa Cruz will no longer produce bikes under the Juliana name, its sister mountain bike brand designed for women. The announcement, titled “The Next Chapter”, brings Juliana back into the Santa Cruz fold. Warranty and support continue: the Juliana website keeps what owners of existing bikes need, and everything else goes through the Santa Cruz website. Juliana began in 1999 as a single model, named after world champion Juli Furtado, before becoming a brand in its own right in 2013.
Juliana, Santa Cruz’s women’s mountain bike brand, is to stop producing bikes. The announcement presents the change as a new chapter, not as an abandonment of its mission.
Juliana returns to Santa Cruz
The announcement takes up just a few paragraphs on Juliana’s homepage. “Juliana branded bikes will no longer be produced”, writes the brand, which says it wants this next chapter to be an even bigger stage to support women riders. The brand acknowledges that it does not consider the mission fully accomplished, but believes the time has come to bring its sister brand “into the same tent”.
Juliana’s goal, the text recalls, was “to create a space for women to be seen, heard, and recognized”. MTB-News notes that the official announcement sets no end date for production, and does not say whether Juliana’s own finishes and colourways will be carried over under the Santa Cruz label.
Warranty and support maintained
For owners, nothing disappears: “Your support, your warranty, your connection to the brand—it’s all still here. Just in a new place”, the announcement promises. The Juliana website remains the reference for current bikes. A new bike, a warranty claim or a look through the archive all go through the Santa Cruz website.
From 1999 to 2013, from a model to a brand
In 1999 Santa Cruz introduced the “Juliana” model, which it describes as the first mountain bike designed specifically for women. It was named after Juli Furtado, a world champion. In 2013, the announcement recalls, this single model became a sister brand in its own right. Technically, the two ranges remained close: MTB-News points out that frames and geometries were generally identical, with the differences, depending on the model, lying in the paint, grips, saddle or shock tuning.
