CARLSBAD, CA (BRAIN) — Focus is ending sales of its bikes on the Internet in the U.S., the company said this week.
"Since Focus launched in North America, the brand had worked with both online and IBD channels for their distribution, but after looking closely at the market and the brand’s growth, has decided to commit to a 100 percent brick-and-mortar strategy," the company said in a statement. Focus dealers were told of the new direction in October.
“Our online partners have been great about supporting our products and sticking to pricing policies, but as we’ve seen the brand grow we’ve decided that the IBD channel is the one that best matches our commitment to service and brand building,” said Scott Rittschof, CEO of Focus Bicycles USA. “We really pride ourselves on top-notch products and superior customer service, and believe that the IBD best represents that to our consumers and their experience of the brand.”
Existing online outlets are being allowed to sell down their inventories but will not be selling 2014 products online. Colorado Cyclist, Jenson USA, Art's Cyclery and Cyclocross.com were among the online outlets that sold Focus.
Rittschof said that since making the announcement to existing retailers in October, Focus has seen an increase in new retailers. “We heard from potential retailers in the past that online sales was their only source of apprehension for them, so making this move reopens the door for them as well,” he said.