The new owners of troubled French wheel manufacturer Mavic have been named, and a Grenoble court has approved the takeover by Tour de France technical partner Boullerier Group.

The Boullerier Group, formerly known as Bricorama, specializes in DIY retail and also owns the Gamma and Calvey hardware chains in Belgium and the Netherlands. It beat out 13 other investment groups, including one backed by former Tour de France winner Bernard Hinault.

Mavic employees were treated to an unwelcome surprise when the company was placed into receivership in May and it was revealed that the prior sale agreement was bogus. Former parent company Salomon and its major shareholder Amer Sports were supposed to have sold Mavic to California investment fund Regent LP in 2018. But for some reason, it was sold to Delaware-based M Sports instead. Amarr Sports itself was acquired by a Chinese group in 2019

France Bleu (opens in new tab) According to Pays de Savoie, the new owners will keep 105 of the more than 210 employees at the production site in Saint Trivier and the R&D site in Annecy They plan to keep 105 of the more than 210 employees, but reduce the company's focus.

The new owners, who have expanded from wheel specialization to footwear, helmets, apparel, tires, and other accessories, will focus on aluminum and carbon rims, hubs, and wheels.

"MAVIC needs to regain the look of a family-owned company with agile governance and the circuits for short, autonomous decision-making that have been missing in recent years, and to refocus on what has made the brand successful.

The group plans to modernize Mavic's production tools and continue its commitment to research, development, and innovation. However, the announcement does not mention whether Mavic will continue its partnership to provide neutral services to the Tour de France. Three years ago, the company extended its 40-year contract with ASO through 2022.