| Nemesis is proud to be re-launching the Principia brand in the UK. Famed for their quality and innovation, Principia will be actively looking to recruit new dealers. |
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They say that the soul of a bicycle is in the frame. No matter which components and wheels you fit on your bike, you can never make it better than its starting point: the frame. At the heart of Principia’s frame design is a never-ending quest to create the perfect bicycle frame combining maximum power transfer, perfect handling and comfort.
The quality bicycle, Principia, is ready for an offensive on the world market. The well-known brand has been taken over by the Danish company HF Christiansen A/S, (Principia A/S as a company in line with Dan Bike A/S, HF Cykler A/S , VN Cykler A/S, Cyclevision A/S, Flex Trading A/S. All companies under HF Christiansen group), which has marketed Principia in Scandinavia since 2005. The new partnership will strengthen the distribution of Principia and put increased emphasis on development and marketing.
HF Christiansen A/S has marketed Principia in Scandinavia since 2005 and at the end of 2007, the company acquired worldwide rights to the brand. HF Christiansen has been on the bicycle market since 1903 and as such is the oldest family-owned bicycle importer globally. The company is renowned for being an efficient distributor with control over stock and logistics.
- Our take-over of Principia means that the technical development will be strengthened so the bicycles will continue to be amongst the world’s best in their category. Principia will also be our flagship and in terms of development, we will carry on the well-known Principia spirit where only the best is good enough, says Peter Broløs, who is the export manager at Dan Bike A/S. Dan Bike is part of Denmark’s largest bicycle company, HF Christiansen, which also distributes several other leading brands in the sector, including Raleigh, Nishiki, Centurion, MBK and Avenue.
The best on aluminium and carbon
Principia is known for manufacturing some of the world’s best aluminium frames for bicycles. And since 2005, the company has also worked hard to focus on manufacturing state-of-the-art bicycle frames in carbon, which provide unique opportunities to combine great strength and low weight.
The results and performance are already sensational. Principe’s flagship, Revolution Weave C4OT, is manufactured in carbon filaments, which with a pulling strength of 40 tons per square centimeter provides a very high STW value – simultaneously with the entire frame being kept under the magical 1000 grams in weight.
- Principia’s aluminium frame has been the best of its type for a long time and we want the same status for our carbon frame. As the only brand on the market, we also manufacture the Principia frame in Carbon C60 quality, which has an unheard of strength. As Peter Broløs explains, this carbon quality would otherwise only be used in the weapons industry.
The C60 bicycle has been given the name Revolution Limited and as the name implies, only a very limited number will be manufactured for the most demanding customers.
The high precision dimensioned bicycle frame has made Principia known in professional circles, amongst those who like Race and those who like MTB or triathlon.
Designed to Eye
- Peter Broløs, export manager from Dan Bikes A/S, says that while it is clear that we will profile ourselves on the professional bicycles we must also, to a high degree, live on bicycles that can be sold to ordinary consumers - because this is where the large market share exists.
For the same reason, Dan Bike is also ready to launch a new product in the Principia program. This concerns the lifestyle bicycle D2E – Designed to Eye – which is a sporty everyday bicycle where maximum focus has been placed on design. It is precisely this type of bicycle that is very popular in the market at the moment.
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