German components manufacturer Thun is a regular at Taiwanese bicycle trade shows. At last year’s Taichung Bike Week, they were back on site with particularly big ambitions. Apart from product innovations, their main focus was to present the company’s rebranding to their current and future partners.
With a history of more than 100 years, Thun is one of the most traditional component manufacturers in Germany. Situated directly by a river, Thun’s offices and production facilities are located in a nature reserve in Ennepetal. Here, a team of around 50 employees ensures the production of up to several tens of thousands of bicycle parts per day. “
The daily business is strictly process- and KPI-oriented, with the entire production managed through lean concepts and tools, as well as advanced MES software. Cutting-edge technologies and validation methods, such as optical and sensory 3D measurements, are used to ensure the quality of every product that leaves the production line,” Alexander Thun says. Since August 2020, he is co-CEO of the family-run company from the North Rhine-Westphalian town of Ennepetal.
New branding and new identity
At last year’s Taichung Bike Week, however, the focus wasn’t solely on presenting the company and meeting with partners, he emphasized when talking with The Show Daily. “TBW is particularly important for us because we also want to introduce our newly unveiled brand identity to the cycling world,” he said.
The new branding was already showcased at Eurobike 2024, where the Thun booth surprised visitors with a new logo and a mix of dynamic, warm colors. “However, this is not just about a new logo or fresh colors,” Thun explained. “The rebranding is a visible sign of a deeper strategic realignment. We have defined specific fields that are critical for ensuring our future viability as a company. Our company faces global challenges and changes in the coming years that are so extensive, we will only be future-proof if we strategically reorient ourselves and embrace change. Our new brand, developed as a team, is the foundation and our north star for the necessary transformation.”
Beyond sustainability, a core component of the rebranding, innovative products, and an extended product portfolio are also part of the company’s plans for the future. In this context, Thun highlights the new Rumba BB set for city, trekking or mountain bikes, featuring threaded composite cups made from recycled material and German ball bearings, which was already showcased at Eurobike 2024.