May 7, 2024 | Our Businesses

Jebsen Portfolio Company woom™ Makes Its Official Debut in the Chinese Market


Jebsen Group portfolio company woom made its debut at the highly anticipated Shanghai International Bicycle Fair “China Cycle”. This move signifies the brand’s official entry into the Chinese market and the beginning of a new journey.

Austrian premium bike brand woom has been dedicated to creating ergonomic and athletic bikes for children since its launch in 2013. With founders Marcus and Christian’s passion for cycling and deep understanding of early childhood development, the brand’s philosophy is woven into the fabric of every bike. Years of experience in product development have ensured woom’s high quality and safety, all while maintaining a lightweight design. Every woom bike embodies a love for cycling and an adventurous spirit, accompanying children on their journeys – from daily cruising to outdoor trails and urban exploration.

In 2023, Jebsen Group’s growth equity investment team and in-house asset manager, Jebsen Capital made an equity investment in woom with a forward-looking strategic vision. This investment not only demonstrates Jebsen Group’s confidence in the children’s bicycle market, but also provides strong financial support and continuous marketing and channel expansion expertise to woom.

As Chinese mainland consumers continue to pay more attention to children’s outdoor sports, safe, durable and high-quality children’s bicycles have gradually become a popular product. In order to better satisfy the demands of the Chinese market and support woom to reach its full potential, Jebsen Group actively assisted the brand to identify strategic partners, ultimately appointing RoyalBaby as the exclusive distributor of woom in China.

RoyalBaby has been deeply involved in China’s kids bike market for many years, boasting significant brand influence and extensive market channel resources. Through this collaboration, woom will gain a deeper understanding of the Chinese market’s needs and characteristics, accelerating its development through diverse online and offline promotions and optimal marketing strategies.

Jebsen Group has always placed Chinese consumers at the core of its business, and is committed to bringing high-quality global brands to Greater China. The investment in woom reflects this philosophy. Jebsen Group will continue to work with woom and RoyalBaby to increase brand awareness among Chinese families, fostering a love for the brand while promoting the development of the children’s bicycle market.