Thule Expands Bikepacking Ambitions with Acquisition of New Zealand Innovator Aeroe

Thule Group has strengthened its position in the fast-growing bikepacking and adventure cycling market with the acquisition of New Zealand-based Aeroe, a specialist in innovative rack and gear-carrying systems designed for mountain, gravel and touring cyclists. The deal reflects Thule’s continued strategy of broadening its portfolio through targeted acquisitions while deepening its presence in niche outdoor categories.

Under the agreement, Aeroe’s intellectual property and product rights were acquired in October, with the Swedish outdoor equipment giant planning to integrate and relaunch Aeroe products under the Thule brand during the second quarter of 2027. Financial details of the transaction were not disclosed.

Founded approximately 12 years ago by brothers Mike and Paddy Maguire, Aeroe has built a loyal following among adventure cyclists through products that simplify carrying equipment on bikes that traditionally lack mounting points. Its best-known product, the Spider Rear Rack, attaches directly to a bicycle’s seat stays using a strap-and-clamp system, allowing riders to fit luggage without the need for conventional rack mounts.

The acquisition brings together two companies whose histories are already intertwined. According to Aeroe, the company’s original quick-mount rack concept evolved into what is now sold as the Thule Tour Rack, highlighting a long-standing connection between the brands.

Industry observers see the move as part of a broader trend in cycling, where demand for bikepacking and gravel riding equipment continues to expand. Aeroe developed its reputation by creating versatile carrying systems capable of fitting almost any bike, an increasingly important characteristic as mountain bikes, gravel bikes and e-bikes become more diverse in frame design.

Thule said Aeroe’s products complement its existing bike bag and carrying solutions portfolio. Company executives believe the New Zealand brand’s adaptable rack systems will help address the needs of riders seeking stable luggage solutions for off-road adventures and multi-day trips.

The deal also underscores Thule’s appetite for growth through acquisition. In recent years the company has expanded beyond its traditional roof-rack and transport heritage into adjacent outdoor lifestyle categories. In 2024, Thule completed its acquisition of Australian phone-mount specialist Quad Lock, adding a global market leader in mobile mounting systems to its portfolio.

More recently, the company agreed to acquire Swiss pet-gear manufacturer Curli, further demonstrating a strategy focused on premium products serving active consumers and outdoor enthusiasts.

For Aeroe, joining Thule provides access to a significantly larger global distribution network and marketing platform than would typically be available to an independent New Zealand brand. For Thule, the acquisition delivers proven bikepacking technology and a foothold in one of cycling’s most dynamic equipment segments.

As bikepacking continues to move from a niche pursuit into a mainstream cycling category, the combination of Thule’s international reach and Aeroe’s product innovation could position the merged offering to capture growing demand from riders looking to travel further, carry more gear and explore beyond traditional road cycling routes.