There had been some rumors floating around for a few weeks now that Deluxe was being sold, but there wasn’t anything concrete. It turns out the rumors were true and as of today one of the new owners is the legendary Kris Bennett! Get the details below from the trails brand’s creator, Mark Noble.
“I’ve got some big news regarding Deluxe today, which we can finally announce: as some of you in the industry may already know, I have a relatively new job at CSG UK as their BMX category manager, which is a big deal and is going extremely well – working with great people, on great brands, with plenty of varied challenges to do there. However it’s impossible to work on CSG BMX and work on Deluxe at the same time, to really give Deluxe the attention and love it deserves. That’s the bad news. The good news is that, after three months working on a plan and talking to various people and options, I have found safe hands for Deluxe – people who want to develop the products, work with all the existing team riders, help evolve the company, and really invest quality time and care into it.
Three American riders are going to be taking Deluxe to the next level – and namely they are: Justin Desko and Roth Desko, and Kris Bennett. Justin rides with Jeremy Ball all the time and has ridden a Deluxe frame for years, Roth resides in CA and rides there, and of course Kris Bennett should really need no introduction. They’re also sound businessmen and so from that aspect, they’re keen to make Deluxe a real success.
Deluxe is truly in safe hands, and I wouldn’t have it any other way!
I’d like to thank everyone who’s helped get us to this point – the team riders past and present, the designers, the graphic designers, photographers, artists and videographers, the manufacturers of our parts and frames, the distributors worldwide, the bike shops out there, and anyone who has bought a Deluxe product and ridden it.
The brand new era for Deluxe starts now, with Justin Desko, Roth Desko, and Kris Bennett taking the reigns.” – Mark Noble