Sonder will focus only on its strongest adventure bikes after its parent company Alpkit entered administration earlier this year before landing new investment.Alpkit says that Sonder will retire its lower-volume bicycles, which will allow greater investment and focus on future innovation, including an exciting new gravel bike coming out later this year.This is part of a wider move to sharpen and simplify Alpkits product focus across its brands, which includes Alpkit, Sonder and Trakke, which produces outdoor and travel bags.The family of brands says it will focus on where it can deliver the greatest value to customers.The wider product range continues to be reviewed to ensure it reflects customers needs, while continuing to deliver the technical, sustainable high-performance and innovation that Alpkit has become known for, the company said in a press release today.Alpkit said it will also optimise its retail experience. The Inverness and Ilkley stores will close later this summer while the Kingston store is looking to relocate to create a better long-term home to serve the community in the London area.Incredible challenges Sonder said it faced "incredible challenges" including cost inflation and new trade barriers. Sam Taylor In January 2026, Alpkit entered administration after it faced incredible challenges. These included cost inflation, a challenging market and new trade barriers.Alpkit incurred a net loss of 1,457,902 in the year ended 31 October 2024, following a loss of 1,118,397 in the year prior.It first wrote to shareholders in October 2025 to explain its financial difficulties, The Nottingham-based company then appointed an advisory firm to consider all available options before entering administration.The company then secured new investment from entrepreneur Joroen van den Berge.Alpkit said in its statement released today: Following this investment, Jeroen has taken on the role of Executive Chair, working alongside Alpkit's original Founders and leadership team to guide the business through its next phase of growth.With new leadership, a focused product strategy and new investment, Alpkit is entering its next chapter with a clear ambition: to go back to what it does best and build a simpler, stronger, more resilient business while remaining true to the values that have inspired its customers and the outdoor community for more than 20 years, the company said.Van den Berge said: Alpkit has built an incredibly loyal community by staying true to its founding principles and creating technical and sustainable outdoor gear at industry-leading prices.The decisions we're making today are about taking lessons from the past and building a stronger business for the future. We've focused on what Alpkit does best, creating a business that's simpler and financially stronger, and empowering our team of outdoor enthusiasts to keep inspiring people to get outdoors for many years to come.Popular with reviewers Robyn Furtado called the Camino Ti a brilliant bikepacking companion. Our Media Sonders adventure-ready and often budget-friendly bikes have always been popular with BikeRadars reviewers, regularly scoring four stars or more.When Warren Rossiter tested the Sonder El Camino Apex 1, he said it was great for pushing the boundaries of gravel riding.Robyn Furtado called the Sonder Camino Ti a brilliant bikepacking companion that comes to life when you load it up with luggage.Sonder recently launched the Evol full-suspension all-mountain bike but we suspect this will be one of the models it retires.