Aeroe Joins Thule, Home of Premium Carrying Solutions

Date

October 2026

Client

Aeroe (New Zealand)

Service

Sell-Side M&A Advisory

Buyer

Thule Group (Sweden)

Outdoor, Bikepacking Racks, Bags and Accessories

Bell Lap Advisors served as sell-side advisor to Aeroe, the New Zealand bikepacking brand, on its sale to Thule Group.

The company

Aeroe designs racks, bags and accessories for bikepacking and adventure cycling. Brothers Mike and Paddy Maguire founded the company in New Zealand around 12 years ago, and its products are designed, tested and proven on the country's rugged terrain.

Its first product, the Spider Rear Rack, mounts to a bike's seatstays rather than relying on frame bolts, so riders can fit it to almost any mountain or gravel bike and take it on or off in moments. Aeroe built that idea into a full rack-and-bag system designed for any rider, any bike and any adventure.

The buyer

Thule Group is the Swedish maker of premium carrying solutions for active lifestyles, from bike racks and roof boxes to bike bags, luggage and child carriers.

Aeroe is Thule's latest bolt-on acquisition, following its 2024 purchase of Australian phone-mount brand Quad Lock and its May 2026 purchase of Swiss pet-gear maker curli.

The transaction

Thule sees Aeroe as a natural extension of its bike bags portfolio. Aeroe's rack-based system builds on Thule's existing Tour Rack line and broadens its offering for mountain bike, gravel and bikepacking riders.

Aeroe products will be integrated into the Thule range and relaunched under the Thule brand in Q2 2027.

Bell Lap Advisors advised Aeroe on the sale. Terms were not disclosed.

Why it matters

Aeroe is the second bikepacking brand Bell Lap has taken to a strategic buyer in as many months, following Tailfin's sale to MVC Group in September. Together, the two deals show global strategics moving into bikepacking hard goods.

For founders of innovative bike, outdoor and consumer brands, it shows that a founder-built brand from a small market can find a home with a category leader able to put its products in front of riders worldwide.

Bell Lap Advisors is a sell-side M&A advisory firm based in Bend, Oregon, focused on founder-owned companies in the bike, outdoor and consumer products sectors.