Iconic French brand LOOK Cycle, a worldwide leader in cycling innovation and craftsmanship, advances its commitment to the gravity MTB market through the acquisition of PEMBREE, the premium British brand known for high-performance, sustainably made gravity pedals and accessories.

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, said: “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 recognized 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.”

Federico Musi, CEO of LOOK Cycle, said:“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.”

For more information about PEMBREE, visit: https://pembree.com/