Momenta Acquires Little Yellow Bicycle

Momenta announced yesterday that the company has acquired Little Yellow Bicycle.

Both companies produce full scrapbook product lines, and both have been reinventing themselves recently.

Momenta

The Little Yellow Bicycle brand was launched in 2009 by office supply company C-Thru Ruler Company, which entered into the scrapbooking market through the adoption of its stencils by scrapbookers in the early days of scrapbooking's popular explosion. In 2012, C-Thru sold its office supply business to concentrate on its crafts business, and reincorporated itself as Little Yellow Bicycle.

The acquisition of Little Yellow Bicycle culminates a stunning turn-around by Momenta, which filed bankruptcy in 2010 after reinventing itself. The company, formerly called American Traditional Designs, had been known primarily for making brass embossing stencils before that market largely evaporated. The company renamed itself Momenta and has focused the past few years on making a line of scrapbooking products that have found an impressive market presence in a short time in today's competitive climate.

"We are very excited about adding the Little Yellow Bicycle brand and its outstanding products to the existing Momenta portfolio," commented Michael Barker, President of Momenta. "The LYB designs and products are a perfect addition to Momenta’s extensive selection of paper crafting products. We also look forward to developing more innovative product lines in collaboration with the LYB creative team."

Ross Zachs, Vice President of Little Yellow Bicycle adds, "This acquisition will allow the Little Yellow Bicycle brand to flourish in new ways. I'm thrilled that LYB found a home with Momenta and that they are committed to developing new and exciting LYB branded products for crafters everywhere."

According to the announcement, Little Yellow Bicycle's creative team will remain with the company post-acquisition. Momenta has also acquired the Deja Views and Art C brands. Barker tells Scrapbook Update that although the Deja Views brand will be phased out as redundant with the Little Yellow Bicycle brand, Momenta has big plans for the Art C brand.

Sales and customer service for both brands will be run out of Momenta's headquarters in Portsmouth, New Hampshire. Little Yellow Bicycle's warehouse operations will consolidate with the Momenta warehouse in Columbus, Ohio.