Why stepping away from direct-to-consumer might actually make things better
Published by Radical Life Studios / MTB Report
Öhlins has always stood for precision, control, and that unmistakable gold finish you can spot from a distance.
But 2026 marks a turning point for the Swedish suspension icon.
After a phase of restructuring, staff reductions, and a change in ownership under Brembo, the brand is reshaping its strategy.
Especially in the United States, Öhlins is shifting its approach: less direct sales, more focus on development and reliability.
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