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.

MomentaThe 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.

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9 Responses to Momenta Acquires Little Yellow Bicycle

  1. ss20ts November 22, 2013 at 11:34 am #

    No! This is such a bummer. I hate seeing our companies being bought and sold like cattle. So many say oh nothing will change then a few months later they close them down.

    I didn’t know American Traditional Design became Momenta. I actually a bunch of OLD papers from ATD. Lots of Christmas.

  2. itsybel November 22, 2013 at 2:32 pm #

    I was wondering what happened to American Traditional–looks like another company who filed bankruptcy then changed their name so as to not let consumers know they couldn’t handle the bills of their first company. Very sad, hopefully they don’t bankrupt again with these other companies they’re acquiring. I didn’t realize the trend for business is just to rack up the bills, file bankruptcy, then change your company name and start over. Wish there was a way to backtrack companies to see what they were before they where what they are now.

    • Nancy Nally November 22, 2013 at 2:35 pm #

      To be clear…Momenta changed its name BEFORE the bankruptcy. The company’s name in bankruptcy court files is the same as it is today. Sometimes, name changes are done for marketing purposes. Momenta’s major market, the brass stencil market, pretty much completely vanished and they had to completely reinvent themselves as a papercrafting company with a new name so they could take on a new brand identity in the eyes of consumers that would allow them to take on a new creative direction.

      • itsybel November 22, 2013 at 3:00 pm #

        thanks, I didn’t realize that . . . I originally carried AT but suddenly they disappeared and I didn’t have anything that made the connection between the two til your post. Thanks for clarifying.

  3. Robyn Josephs November 22, 2013 at 5:32 pm #

    I just want to say after reading twice that the brass stencil market “pretty much completely vanished” that Dreamweaver Stencil is alive and well and makes high quality elegant brass stencils that can be used for much more than dry embossings.

    • Nancy Nally November 22, 2013 at 5:45 pm #

      It’s a relative term. Considering how hot the market was for awhile…it’s considerably smaller now. It became “the” thing for awhile and you could get the stencils everywhere and now it’s not and you have to look for them much harder to find them.

  4. Jan Scholl November 23, 2013 at 3:50 am #

    American Traditional or Momenta could have marketed the stencils to machine embossing. I use my hundreds of stencils in my Cuttlebug and Big Shot with rubber shims etc. No different than the ones from other companies made of metals. Dreamweavers stencils are wonderful in the machines.

  5. Gab November 23, 2013 at 6:33 am #

    I hope the new venture is succesfull

  6. sharon November 24, 2013 at 12:04 pm #

    I was so much hoping LYB would survive after the previous departure from C-Thru. At least they are still in the market. i am relieved to learn the design and creative team will go to Momenta.

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