Follow Bicycle Retailer

You are here

New BRAIN issue features in-depth look at bike pricing

Published April 15, 2014

LAGUNA HILLS, Calif. (BRAIN) — The April 15 issue of Bicycle Retailer & Industry News, arriving in mailboxes this week, features an in-depth examination of retail bike pricing, inspired by the reduced pricing promotion announced by Giant USA last month.

BRAIN editor Lynette Carpiet spoke with Giant executive director of sales John "JT" Thompson, Accell North America's Chris Speyer and retailers from coast to coast as she examined Giant's program and its potential effect on the industry. Charlie McCorkell, owner of the New York City chain Bicycle Habitat, a Trek and Specialized dealer, said the program could work to bring more newbies into the activity of cycling  — via IBDs, instead of other retail options. But the verdict is still out and McCorkell worries that it won't have enough impact. "Are we just transferring the $450 customer to a $300 bike?" McCorkell asked.

The April 15 BRAIN also features full coverage of the North American Handmade Bicycle Show in Charlotte, N.C. Freelance writer Patrick Brady gives an overview of the show and what the innovations and craftsmanship on display might influence the bikes on dealer salesfloors in seasons to come.

Also in the issue is a look at Sidi's newest U.S. distributor, Ciclista America, and a look back at the Italian shoe brand's long history in the U.S., leading up to its turbulent recent history, when the brand has gone through three distributors in five years. While Sidi's market share in the U.S. has plummeted in recent years, Ciclista America says it's focused on fundamentals. That includes enforcing a MAP policy, cleaning up gray market sales, increasing U.S. inventory and improving distribution efficiency. "The last few years have been pretty confusing out there for the brand in the States," conceded Ciclista owner Bill Berroth. "It's taken a bit of a hit on the marketing or wholesale level — never with the product, but more in a logistical way."

The April 15 issue also includes a look at Accell North America's new strategy with its distributor SBS; Shimano's new strategy to increase dealer education programs but reduce its Interbike presence; a look at new product introductions from SRAM and Shimano; and industry veteran Harry Manko's insights on the history of the bike industry in the U.S.

If you are not receiving BRAIN, please visit the BRAIN subscription page.

Topics associated with this article: BRAIN News, From the Magazine

Join the Conversation