Curana

About us - Strategy

About us - Strategy

Our ideas, our ethics and our products are all driven by innovation and design. Being different is the key of our success, and is organically present in the entire organization.

All Curana products are new-to-market, by means of clever integration of functionalities, by using new materials and by implementing new production technologies. Also, Curana's business strategy is 100% offensive, which means developing ideas proactively, taking them to potential clients and then steering the process from research to production.

Curana also subscribes to a philosophy of ‘open innovation’, which means sharing ideas and collaborating with a variety of partners who share our passion and vision. This audacious strategy has earned Curana the reputation of being the most innovative company in the bicycle business, according to a research study by Professor Wim Vanhaverbeke of the University of Hasselt, and resulted in the patronage of all global bike manufacturers.