Intellectual Property and Company Acquisition Opportunity

Hilco Streambank is seeking offers to acquire the intellectual property assets of Advanced Sports Enterprises (together with its affiliates, “ASE” or the “Company”). ASE offers a broad range of innovative, relevant and desirable bicycle brands and related assets, with a strong wholesale and brand management division, complemented by an e-commerce platform and retail stores.

The Company is operating as a chapter 11 debtor-in-possession, and its assets are being sold pursuant to a bankruptcy court-approved process. The sale includes substantially all of the Company’s assets, including the intellectual property. Interested parties may bid on some or all of the assets.


Monday, January 14, 2019 at 5:00 p.m. Eastern Time


Wednesday, January 16, 2019 at 10:00 a.m. Eastern Time

ase bikes


Established in 1899, Fuji is one of the oldest bicycle brands in the world. Fuji’s rich history in the sport of cycling – it was the first company to supply bikes to the U.S. Women’s National Cycling Team – continues today, where the brand offers a complete line of bikes for all styles of riding.

Founded in 1977, SE is one of the original BMX brands. The brand has sponsored more riders in the BMX Hall of Fame than any other brand, and is responsible for the most famous BMX bike of all time, the PK Ripper. Its recent success in the urban market strengthens the value of the brand.

Founded in 1986 by 2 aerospace engineers, Kestrel pioneered the first all-carbon bicycle frame, the 4000, in 1987. The brand focuses on exclusive, high-end carbon fiber bicycles for triathletes, road cyclists and mountain bikers.

The brand’s mountain bikes and components dramatically improve the quality of off-road riding. Established in 1977 by Joe Breeze, who pioneered the modern-day mountain bike, Breezer is also known for its line of transportation bikes.

The brand’s lineup features road and mountain handlebars, base bars, clip-on extensions, tubular, clincher and CX wheelsets, saddles, seat posts, stems and crankseats. The products focus on aerodynamics, proper fit and comfort as a means of achieving speed and performance.

Born in SoCal and inspired by the beach life, every Tuesday is designed to deliver quality and style in one simple package. The model lineup focuses on beach cruisers and comfortable around-town bikes with a style that translates from brand to product.

A unique cruiser brand reminiscent of 1950s – 1970s car and motorcycle culture, the brand resonates with riders who want to stand out from the crowd.

Designed for millennials seeking style and affordability, the retro-inspired steel road bikes pay tribute to Fuji’s Japanese-American heritage.

Built for the famed Paris-Roubaix race, famous for its cobblestone paths, the Roubaix brand stands for performance and durability across all types of terrain.

E-Commerce / Brick and Mortar Retail


Operating and 104 retail stores across 20 states, the brand is the number 1 specialty bike retailer in the United States.

Online Results


Online Sessions in 2017


FY18 Online Sales*


Operating, the brand is known as a value-oriented destination for cycling gear, utilizing closeouts, discontinued items and exclusive models to drive traffic.

Online Results


Online Sessions in 2017


FY18 Online Sales

Sales Data FY 2017**

BrandRevenueUnits Sold
SE Bikes$9.6M39.7K
Tuesday/Phat Cycles$0.8M4.2K

Intellectual Property Assets Available for Sale


Supporting brands including Fuji, SE Bikes, Kestrel, Breezer, Tuesday, Phat Cycles, Nichibei, Oval Concepts, Roubaix, Americano, Forte, Birk Sports, Access, Travel Trac, Axiom, Spin Doctor, and Transit.

Customer Data


  •, and
  • Domains associated with each of the bicycle and parts and accessories brands

Social Media Assets

Fuji Bikes


SE Bikes


Kestrel Bikes


Breezer Bikes


Fuji Bikes


SE Bikes


Breezer Bikes


SE Bikes


Sale Process

All of ASE’s assets, including the intellectual property described herein, are being offered for sale as part of ASE’s bankruptcy proceeding. Please contact Hilco Streambank for information about the sale process and assets available for sale.

The information set forth here is qualified in its entirety by the underlying documents, which are available in a data room, and the terms of the purchase documents, which will be provided to interested parties. The sale is subject to approval of the Bankruptcy Court for the Middle District of North Carolina.

Extended Bid Deadline and New Auction Date

Offers for some or all of ASE’s assets, including the intellectual property assets, are now due on Monday, January 14, 2019 at 5:00 p.m. Eastern Time. The auction date has also been moved, and will now be held on Wednesday, January 16, 2019 at 10:00 a.m. Eastern Time.

Interested Parties

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*Reflects estimated ship to store orders placed on the website.

**These figures overlap in part with online sales.