Monark Story Telling

The name Monark was chosen to create an association to something royal, something out of the ordinary.

Monark’s origin comes from the little village of Hunnestad near Varberg in the southern Swedish county of Halland. Here, an 18-year-old Swede named Birger Svensson, started a village store from which the Monark bicycle originated. Birger began by assembling and selling bicycles at this small store, but as time passed the business grew into a company manufacturing the parts used to make the bicycles.

Over the years, Monark has been associated with motorised vehicles such as mopeds and motorbikes, products that have required considerable technical expertise and strict quality assurance procedures. Monark became associated with quality. Around the mid-1950s, Monark scored many victories in major bicycle races in Sweden; soon, sport and racing became part of the brand.

Thanks to its heritage and broad experience acquired over the years, Monark has evolved into one of Sweden’s biggest bicycle brands, and it intends to remain so for generations to come.

Monark is owned by Cycleurope which is a part of Grimaldi Industri. Cycleurope is a consolidation of several companies and consists of well-established local and strong bicycle brands.

In the beginning Cycleurope had a Scandinavian presence. Since then Cycleurope has evolved to be a global actor with its main market in Europe.

Cycleurope is a reliable partner for retailers, and helps people feel better by offering an opportunity to be more active in their daily life.

Monark Brand Statement

Vision

To be the bicycle brand of choice
We want Monark to be the spontaneous and natural brand of choice for those looking to buy a bicycle; the bicycle brand that is preferred and bought by the wider public.

Mission

To offer an affordable high-quality bicycle
Monark enables people to build a better living by satisfying both the need for quality and the desire to have money left over.

Monark Brand Profile

Brand Essence

Monark is about simplicity and safety
Simplicity because Monark represents something natural and simple without unnecessary refinements.

Safety because Monark is reliable and sufficiently robust for daily use.

Brand Slogan

“A safe experience”

Visual Identity

Monark’s Visual Identity is its logotype and the figure seen below.