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WEST JORDAN, UTAH(BRAIN)—Reynolds Cycling has added a direct purchase option to consumers on its Web site, but the company's CEO says the move should not take sales away from its retailers.

“After extensive consideration, we realized that not all of our potential customers have access to, or want to purchase Reynolds Cycling products via existing sales channels, so we decided to implement an e-commerce option," said Dean Gestal, Reynolds Cycling CEO. “All of our Reynolds Cycling wheels and accessories will have our manufacturer’s suggested retail pricing, so there should be no impact on dealer sales.”

Effective immediately, Reynolds Cycling is offering a “Buy it Now” e-commerce option on www.ReynoldsCycling.Com for U.S. consumers.

"Our e-Commerce option in the USA will be the first step for direct-to-consumer web sales," said Jonathan Geran, head of U.S. sales & marketing for Reynolds. "Our goal for the e-Commerce element of our Web site is to allow the consumer to choose their fulfillment location from our dealer database drop down menu. This will enable Reynolds Cycling dealers to earn margin and build a relationship with a consumer who purchases his wheels on line through Reynolds Cycling.”