Look Cycle acquires Pembree to strengthen gravity range

Look Cycle has announced the acquisition of Pembree.

It is hoped that this will advance its commitment to the gravity MTB market through Pembree, the British brand known for high-performance, sustainably made gravity pedals and accessories.

Federico Musi, CEO of Look Cycle, commented: “This acquisition strengthens Look’s commitment to pedals, expanding our gravity offering with additional pedal options and new accessories.

“Pembree brand will help us target new markets and expand our customer base.”

This acquisition allows Look Cycle to strengthen its footprint in Enduro and Downhill, broadening its gravity pedal offering and leveraging the industry-leading insights of Pembree’s founder, Phil Law, who will continue to lead the brand.

Products developed under the Pembree brand will join the Gravity family (Trail Roc, Trail Roc+, etc.) within the Look range.

Additional product developments are already underway aiming for a comprehensive range of high-quality, gravity-specific accessories for dedicated MTB riders and professionals.

Phil Law, founder of Pembree, added: “I’m excited to join Look Cycle, the gold standard in pedals.

“This acquisition opens up fantastic opportunities for Pembree by tapping into Look’s recognised expertise in product design, manufacturing, and distribution.

“I’m also looking forward to bringing my experience in the gravity space to the team, helping drive our growth in this segment.”

Pembree was founded as an independent business helping to challenge the mountain bike industry to adopt an ethical, transparent and ecologically sustainable manufacturing stance.

This commitment to sustainability is at the core of everything the brand does, including producing eco-friendly components by utilising recycled materials and reducing waste in production processes.

The Pembree factory is also run entirely on solar and wind power.

Designed from the ground up with sustainability in mind, every mountain bike component produced is 100% carbon balanced, including delivery.

In line with the brand’s environmental beliefs, Pembree components are also 99.9% recyclable.