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Yeti Cycles expands apparel and adds limited edition bike models

Published August 30, 2017

FRIEDRICHSHAFEN, Germany (BRAIN) — The dust from a recent remodel had barely settled at Yeti Cycles' headquarters in Golden, Colorado, when it came time to hop a flight to Germany for Eurobike. The company added a retail area for apparel to its showroom, which attracts members of the Yeti tribe from all over the world.

“The factory has become a destination, so we decided to redo the space. Since it has become something people put on their list when traveling to Denver, selling Yeti-branded apparel makes sense,” said Steve Hoogendoorn, vice president of Yeti Cycles. “We added a full-blown POS to sell apparel, put in some very nice displays for bikes, remodeled the bathroom, and next we will work on lighting.”

Hoogendoorn said that only apparel and accessories will be sold at its headquarters, but for several years Yeti has offered factory demos there. Riders pay to demo the bikes, but all money collected is donated to local trail organizations.

While Yeti's mountain bikes are front and center at the company's booth here at Eurobike, it's also hard to miss its ever-expanding line of riding and casual apparel. For 2018, Yeti has added to both its men's and women's apparel selection, which features new fabrics and colors.

“Our apparel has been very successful for us, and part of that it that it's truly developed in-house by us because we couldn't find what we wanted on the market,” said Janette Sherman, Yeti's marketing manager. “We all ride, so we use it and constantly give feedback, and we also rely on our ambassadors and pro racers in the development process.”

Yeti's new Turq Dot Air men's line uses an ultralight, breathable fabric with ultraviolet protection and anti-bacterial properties. The Turq Dot line also follows Yeti's bike naming classification, where the Turq series are the company's highest-quality carbon frames. The Turq Dot apparel line includes short- and long-sleeved jerseys, retailing for $80 and $100, respectively. The Turq Dot shorts retail for $140 and are made with a highly ventilated mesh-like fabric, also used on the gloves, which retail for $50. Yeti has also updated its men's Teller and Enduro shorts with new colors and other features, and has streamlined its Enduro bib with improved rear pocket sizing and placement.

Since it introduced its women's clothing line three years ago, Yeti has continued to refine and expand its offering. For 2018, it has added the Avery short, which is lightweight and minimalist enough for cross-country riding in hot weather, but long enough to wear with knee pads. It will be available in three colors, retailing for $80. The Norrie short, which Sherman said is Yeti's best-selling women's short, and its line of women's jerseys will be available in new colors for 2018.

Yeti is also showing two limited-edition SB5 and SB6 models at Eurobike. The SB6 Team Replica was modeled after Yeti pro rider Richie Rude's race bike and is spec'd with components from longtime Yeti team sponsors. Made with Yeti's Turq series carbon, the SB6TR has 150 millimeters of rear travel and is built with a Fox Factory 170-millimeter travel fork, in orange, a Fox Factory DHX2 air shock, a custom Chris King headset in mango and a Shimano XTR drivetrain. It rolls on 27.5-inch DT Swiss XM1501 wheels. Only 125 bikes will be available, retailing for $9,499.

The special-edition SB5 Lunch Ride was built in honor of Yeti's company-mandated lunch ride, which leaves from its headquarters daily at 11:30 a.m. The SBLR spec was inspired by Yeti's employees' own bike builds.

“It's a [SB] 5 on steroids, but when people ask us what we ride — and they often do — and we haven't ever really sold that build, we decided it was time to do it,” Hoogendoorn said. “Almost everyone at Yeti starts their build with a [Fox] 36 fork and wider rims and tires, so that's what we did with the LR.”

The 27.5-inch SB5LR frame has 130 millimeters of rear travel and is built with a 160-millimeter Fox 36 fork, a Fox Float DPX2 shock and a SRAM Eagle drivetrain. It will be available in sizes XS-XL and retail for $7,199, or $8,499 with a carbon wheel upgrade.

Yeti is also showing its Beti women's model, which it redesigned for 2017. Featuring a lower standover height in extra small and small sizes, the Beti has — alongside the SB5 and SB6 — become one of the brand's best-selling bikes.

“When we lowered standover, we thought it would do well. But the reality is, it was sold out in May, which exceeded our expectations,” Hoogendoorn said. “So we'll focus on continuing to refine things and to keep them in stock.”

Topics associated with this article: Eurobike

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