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SmartEtailing, Nirve Internet Partnership

Published February 28, 2008

BOULDER, CO (BRAIN)—Nirve Sports expanded its online reach today through an exclusive deal that allows SmartEtailing’s retailer clients to sell and ship Nirve bikes through the Internet.

Nirve has been selling its beach cruisers consumer direct since 1999 through its own Web site, and struck a deal in June, 2005 that allowed and its partner,, to sell the bikes as well.

Nirve resisted online growth into the dealer community due to concern over a lack of control over how its product would be portrayed on a dealer’s Web site, said Nirve Sports president Dan Bon.

That was until Bon took note of SmartEtailing, which helps specialty retailers in the bike industry manage and maintain their Web sites.

“In watching the progression of things, seeing how (founders) Mark Graff and Barry Brenner have developed SmartEtailing, I came to the realization that they have one of the best high-quality Web sites out there that’s tailored for the bicycle retailer,” Bon said. “Most brands are still very cautious about (selling online) and it’s a shame because it’s another way to reach more consumers and (SmartEtailing has) a great Web site to do it very well.”

Nirve bikes ship to the store already boxed with instructions on proper, safe assembly, making it easy for retailers to send the bicycles to consumers who prefer or need to order online.

For consumers who need extra help with assembly Nirve’s Web site airs a how-to video and company representatives are available through a customer service phone line.

For more information on the deal between Nirve and SmartEtailing and for details on eligibility, please read the March 15 issue of BRAIN.

—Nicole Formosa

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