IRVINE, Calif. (BRAIN) — The Centurion brand that includes road, mountain and electric bikes is available for U.S. licensing, according to its licensor JMM Lee Properties.
“With new lines of bicycles hitting the market every year, customers are turning to familiar brands when making buying decisions,” said Michael Lee, Managing Partner of JMM Lee. “As the name in cycling that consumers trust, Centurion retains significant brand value.”
Around 1970, the Centurion name first appeared on 10-speed road bikes, including its LeMans RS model which featured a high-tensile steel frame. The brand was founded by Western States Imports (WSI), which also later sold the Diamondback BMX brand. Around 1990, WSI began selling road, mountain and BMX bikes under the Diamondback brand and gradually phased out Centurion.
However, the German company retained the Centurion brand in that country and continues to sell the brand today.
“As the cycling category grows, bike sellers are looking for recognized and respected brands for their new products,” Lee said. “As an established and admired brand, Centurion provides the immediate customer recognition required to succeed in a competitive market.”
JMM Lee Properties is a global brand owner and licensor of a portfolio of fashion, consumer electronics and home appliance brands, including fMinolta, Bendix, AirTouch, Litton, Chambers and Slates.