Covation Holdings Continues Expansion in Asia Pacific With New Regional Corporate Headquarters

23.10.2023 - 06:35:13

Business Wire India

Covation Holdings Limited, the global manufacturer of multiple wheeled goods brands, today announced the addition of a new global corporate headquarters based in Hong Kong. The news comes less than three years after the company opened their regional sales hub for outdoor bicycle brands Huffy, Royce Union, Niner, Batch, VAAST, Buzz E-Bikes, and Allite, the company’s materials business.

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Led by Sales & Marketing Director, Jess Sit, the company has continued to grow its footprint throughout Asia Pacific markets, expanding into Taiwan, Japan, Philippines, and Vietnam. Utilizing distributor and direct-to-consumer (DTC) models, Covation has built a robust distribution network offering heritage brand Huffy, including Disney and Marvel licensed products, as well as bikes from Batch, VAAST and Niner.

“It’s been exciting to bring Covation to this strategic market and watch the once little-known brands become synonymous with innovation throughout the region,” said Jess Sit, Sales & Marketing Director. “This new headquarters will further solidify our position in the region and ensure the Asia Pacific operations not only match Covation’s global design but is in total sync with the company’s corporate values, mission, vision, and rider-centric strategy."

"Biking continues to be a popular activity for people across the globe, and our entry into the Asia Pacific market in 2021 was perfectly timed to expand our global presence and further establish our brands to a new global audience,” Bruno Maier, President and COO. “We plan to utilize the new corporate space for continuing our product development initiatives, leveraging the company’s OEM and Private Label manufacturing expertise, as well as continuing to expand our sales and marketing efforts in the region.”

About Covation Holdings Limited

Stretching the limits of innovation and versatility, our divisions and brands impact the lives of millions worldwide every day. Covation Holdings is a privately held company that boasts outdoor cycling and recreational brands including Huffy, Niner, Batch, Royce Union, Buzz E-Bikes, and VAAST featuring Allite Super Magnesium technology.