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the journey
CAKE , the Swedish maker of premium lightweight electric mopeds and motorcycles , filed for bankruptcy in February 2024 . Shortly after , the Norwegian company Brages Holding AS acquired the brand and its intellectual property . Since then , a new and small team has been established , and they are now sharing some of their initial plans for CAKE ’ s future .
" As a car retailer in Norway , we have witnessed how fast the electrification shift can go when people set their minds to it ," suggests Espen Digernes , owner of Brages . " Now , we believe the transformation in the micro-mobility sector will accelerate as well . Not only for motorbikes , but also for scooters , mopeds , and electric bikes . When we first connected with CAKE as a retailer , we fell in love with their products , the design , the craftsmanship , and the story behind CAKE .
" Our goal in acquiring CAKE was to evolve the brand . We aim to scale CAKE by building a robust retailer distribution network and transforming a remarkable Swedish initiative into a Scandinavian success ."
Since the acquisition in March , a business plan has been crafted for the new CAKE . This plan is an ambitious quest to lead the premium electric twowheeler segment in targeted markets . At the same time , the new owners aim to sustain the passion and enthusiasm for the brand through the CAKE team and the devoted community of riders .
Today , a small core team , including key employees from the former CAKE , is working hard to continue
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