13 years after Juliana split from Santa Cruz to form its own, independent company, the women’s-specific brand is re-joining the brand it left.
The front page of Juliana’s website now shows announcement that begins “Forward Together, Juliana and Santa Cruz as one brand.”
Juliana was established as a brand separate from Santa Cruz in 2013. While the two brand’s bikes developed very closely, they operated independently. Now, bikes with Juliana branding will no longer be made.
Juliana: The next stage
“Juliana’s goal was to create a space for women to be seen, heard, and recognized. We don’t think it’s absolutely mission accomplished, but we believe that now is the time to bring our sister brand into the same tent, and solidify that space for the future. So while Juliana branded bikes will no longer be produced, this next chapter gives us an even bigger stage to celebrate and support women and femme riders everywhere.”
While Juliana was founded as a “standalone sister brand” to Santa Cruz in 2013, the idea goes back further. Santa Cruz first made a Juliana model, a women’s-specific mountain bike named after Juli Furtado, back in 1999. When Juliana went its own way, that single model expanded into a full line up. As late as 2019, Nina Hoffmann raced on a Juliana-branded V10 with the Syndicate. By 2020, her team bikes were branded Santa Cruz.
Juliana’s statement says that new bikes will no longer produced under the Juliana name but support for existing customers will continue uninterrupted through Santa Cruz. “Your support, your warranty, your connection to the brand—it’s all still here. Just in a new place.”
Juliana Quincy
Big news day for PON brands
Both brands are owned by PON holdings. While the Juliana news has seemed likely for a while, the brand’s social media hasn’t been updated in nearly a year, the official announcement landed on Wednesday. That is the same day that PON revealed it would be closing Cannondale’s long-standing Connecticut home, and moving the brand’s North American presence to California where Santa Cruz and Cervélo are based.