MURF Electric Bikes partners with GEF Capital

MURF Electric Bikes (“MURF”), creators of electric bikes designed for rugged adventuring, has partnered with GEF Capital Partners (“GEF”), a global private equity firm focused on making investments addressing climate change and promoting sustainability.

As the e-bike brand prepares to unveil a new storefront, several new national retail partners, two new products, and a limited-edition signature collaboration model in 2023, it has finalized a deal with GEF to receive growth capital.

“As a family-founded company, we were immediately drawn to GEF Capital’s unique approach towards investing, which centers supporting management teams and aligning values,” said CEO and co-founder Josh Jones. “We’re thrilled to have found a partner that will support our close-knit team and continued growth. By combining GEF Capital’s expertise in supporting fast-growing businesses and our passion for all things outdoor recreation, we cannot wait to introduce MURF to even more people.”

The unique partnership between GEF Capital and MURF Electric Bikes was supported by technology advisory firm GP Bullhound, who acted as exclusive financial advisor to MURF as they evaluated potential capital partners.

The MURF team chose GEF Capital because of GEF’s true partnership philosophy – focusing heavily on supporting the preexisting team and talent behind the brand.

“We are very excited about our partnership with Josh, Kiara and the rest of the MURF team,” said Stuart Barkoff, Managing Partner at GEF Capital. “MURF embodies the power of exploration, and its bikes are drawing customers seeking adventures and fun. We look forward to supporting MURF in its mission of bringing these experiences to everyone.”

MURF was founded in 2016 by husband and wife duo Josh and Kiara Jones with a mission to provide local surfers with a reliable, low-impact method of reaching far-flung waves. The Southern California brand began with one Class 2 e-bike only available via a direct-to-consumer website, and today offers a fleet of eight Class 2 and 3 e-bikes hand-assembled in their flagship San Clemente storefront. All MURF e-bikes are built with 500 watts or 750 watts of power in a 52-volt Samsung Lithium Ion battery, and include an industry leading two-year warranty.

With the e-bike industry anticipating significant growth in the United States and globally, MURF plans to scale its production, expand reach into different markets and continue to launch innovative new products focused on utility to further position itself as the sustainable mobility leader in the outdoors and adventure industry.

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