OLNEY, IL, (BRAIN)—Magura Direct, distributor of Magura, Vaude, and Uvex in the U.S. has teamed up with The Bike Cooperative as part of a concerted effort to expand its reach and offer better service to their existing dealer partners.
The Bike Cooperative was established in 2003 and works with over 30 premium bike industry brands and over 300 retailers in order to create a more efficient structure with built in economies of scale in which to offer products to retailers according to a press release. Teaming up with The Bike Cooperative will allow Magura Direct to utilize the proven buying and communication programs that the cooperative offers to their vendors.
"Teaming up with The Bike Cooperative made a lot of sense to us as we continue to expand our dealer base after adding the VAUDE and uvex brands within the last two years," said Jeff Enlow, general manager of Magura Direct. "There are a lot of very strong dealers in the co-op that prefer to purchase from Bike Cooperative vendors, and we feel that these premium retailers are ones that we want to be doing business with in the long run."
Another component that appealed to Magura Direct was the ability to reach out to consumers through dealer promotions and mailers. "Historically, it's been a challenge for us to reach out to specific consumers, but The Bike Cooperative programs allow us to target and communicate to consumers more effectively," said Enlow.