The history of Fuji bikes going all the way back to 1899 with it was founded by Okazaki Kyujiro. It began as an importer of US and English bicycles and then began manufacturing in Japan in the late 1920s.
Toshoku America acquired distribution rights to Fuji made bikes in the 1950s. They sold private-label bikes made by Fuji to Sears and Montgomery Wards.
Fuji America was established in 1971 to distribute Fuji branded bikes across the United States. They had a full range of great bikes from entry level to professional. Lots of great bikes were made in the 70s and 80s. Some of the best road bikes of the 80s were made by Fuji like Professional, Team Fuji, and Titanium Dura Ace. They were also making some nice touring bikes.
Fuji started losing market share with the mountain bike boom starting in the 80s when competitors like Trek and Specialized got stronger. They also continued to manufacture bikes in Japan later when others moved production to Taiwan, making their bikes more expensive. This led to Toshoku America filing bankruptcy in 1997, and Nichibei Fuji, the parent company of Fuji America filing bankruptcy in 1998. Advanced Sports International (ASI) bought the assets of Fuji America and worldwide distribution rights. In 2004 Ideal Bike Corporation bought a 17% share of Advanced Sports International. In 2018 the parent company of ASI declared bankruptcy and their assets were sold to BikeCo who now holds the Fuji brand.
Model
450 SE – small road bike
Absolute – entry-level road bike
Allegro – mid-level road bike
Bedford – cruiser bike
Club Fuji – high level road bike
Del Rey – mid-level road bike
Dyna-mite – BMX bike
Feather – BMX bike
Funflower – girls bike
Junior – kids road bike
League Fuji – mid-level road bike
Lil’ Fuji – kids bike
Mt Fuji LTD – mountain bike
Opus III – top of the line road bike
Palisade – entry-level road bike
Professional Feather – BMX bike
Regis – entry-level road bike
Sagres – entry level road bike
Sports 10 – entry level road bike
Suncrest – mountain bike
Sundance – mountain bike
Team Fuji – high level road bike
Touring Series – touring bike
Gallery
80s Team Fuji Red
Fuji Sports 10 Ad
Frugal Average Bicyclist 
Nice post, Jim. I always wondered what happened to Fuji. They were a presence in the cycling industry for a long while. Performance (now defunct except for online sales) used to sell them, as I remember.
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Yes Performance seemed to be one of the main sellers. A local shop here has always sold them too. Nice bikes, but a step below top tier brands now.
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