Trek Drops Gary Fisher

Trek has just announced it will drop the Gary Fisher brand from its product line. Trek says this decision is a result of the Gary Fisher line no longer being profitable because of the high development costs and small sales volume in the high-end market. Trek officials could not justify the engineering, design and manufacturing costs associated with creating parallel products for both the Gary Fisher and Trek brands. A new Gary Fisher Collection will be sold exclusively under the Trek brand through Trek dealers.

Gary Fisher was one of the many brands that Trek purchased in the 1990s, including Lemond, Bontrager and Klein.

More details here.