EcoMotion Acquires Brekr Following Bankruptcy for Strategic Revitalization
Achterhoek, Monday, 3 March 2025.
Dutch e-bike maker Brekr relaunches under EcoMotion after a recent bankruptcy. This strategic move supports continued innovation and market presence in sustainable mobility, despite previous challenges.
Strategic Acquisition and Business Continuity
EcoMotion reached an agreement with Brekr’s curator David Vrijbergen on March 3, 2025, marking a significant development in the Dutch electric mobility sector [1][4]. The acquisition comes after Brekr filed for bankruptcy in mid-February 2025, primarily due to supply chain difficulties and challenges related to the negative public perception of fatbikes [1]. Under the new ownership structure, Brekr’s founders, Niels Willems and Jasper Hagedoorn, will remain involved with the company to ensure operational continuity and maintain the brand’s vision [2][3].
EcoMotion’s Expanding Portfolio
This acquisition represents EcoMotion’s third strategic purchase in the sustainable mobility sector. The company previously acquired e-bike manufacturer QWIC during its bankruptcy period and later added AGU, a bicycle wholesaler and manufacturer of cycling clothing and accessories, to its portfolio [1]. Marc van der Plas, CEO of EcoMotion, emphasizes the synergistic benefits of the acquisition, particularly in product development and distribution channels [3][5].
Immediate Action Plan and Customer Service
EcoMotion has outlined a clear transition strategy, with the next two weeks dedicated to integrating with Brekr’s staff, dealers, and suppliers [4]. The company has committed to maintaining uninterrupted service and deliveries for existing Brekr customers [4]. This focused approach aims to ensure a seamless transition while preserving Brekr’s reputation for quality and innovation in the electric two-wheeler market [2][5].
Future Outlook and Market Position
The acquisition positions EcoMotion as a significant player in sustainable mobility solutions within the European market [5]. The company plans to maintain Brekr’s distinctive design philosophy and local character while leveraging potential synergies across its brand portfolio [2]. This strategic move is expected to strengthen both companies’ positions in the evolving electric mobility sector, with a continued focus on innovation and sustainable transportation solutions [3][5].