The CAKE journey continues
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.
Espen Digernes, owner of Brages, on why they acquired CAKE:
"As a car retailer in Norway, we have witnessed how fast the electrification shift can go when people set their minds to it. 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 two-wheeler segment in targeted markets. At the same time, we aim to sustain the passion and enthusiasm for the brand through our 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 developing high-quality, high-performance products with standout designs that inspire customers and drive us toward a zero-emission society. This team is led by former CAKE CTO, Petra Färm:
"It is an honor to be part of the next chapter in the CAKE journey. The original journey of CAKE was on the brink of success. However, there was obviously a need to pivot in certain strategic areas, and I believe there is great potential now in making these changes to evolve CAKE into a profitable company.
When we began scouting for members of the new core team, we discovered that there was still so much love and passion for the brand. CAKE has a legacy of being something different, and we plan to keep it that way. Our products are built to last; every detail, down to the smallest component, is carefully engineered and thoughtfully designed. CAKE is a strong brand with immense appeal and premium products. We have everything we need to be an important player in the transition to more sustainable urban mobility solutions."
The CAKE headquarters and brand store in Stockholm have reopened with our core team, and already produced bikes are available for sale.
The CAKE journey continues. Stay tuned.
About CAKE
CAKE is a Scandinavian maker of premium lightweight electric motorcycles and mopeds, with a clear mission to inspire a zero-emission society by combining excitement and responsibility.
Along with numerous awards and recognitions for its design and innovative approach to mobility and sustainability, CAKE was identified as one of the world’s most innovative brands by Fast Company in both 2020 and 2021 and received the Time Magazine 100 most important inventions award in 2021.