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Consider the impact of just a few large online retailers: UK outlets Wiggle and Chain Reaction will merge later this year, and joint revenues top $400 million.
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The brick-and-mortar retailer is still dominant, but that is shifting.
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When you put the buy in perspective of other large recent industry shifts, however, it underscores that the way we buy bikes is absolutely changing. It’s easy to see Performance discontinuing at least some of those relationships.īut Performance likely can’t soon dump major accessory brands like Giro helmets or Pearl Izumi clothing of all the brands under the new ASI umbrella, there’s not one for apparel, and Scattante only has a smattering of helmets. Performance currently sells bikes from Ridley, GT, Diamondback, Marin, and Schwinn, among others, and will continue to do so for the time being, according to Bicycle Retailer. The question is which brands, and in which categories. Performance stores will sell other brands.” Pat Cunnane, ASI’s CEO, told Bicycle Retailer and Industry News that Performance would sell more ASI brands, “but they will not be an ASI store. The product mix at Performance and Nashbar will definitely change, but how much and when are still to be decided. So, how will this affect you, the rider? It’s a bit early to tell. RELATED: Your Next Bike Shop Might Drive to You And the move strongly positions ASI for online retail through the and sites. That means ASI no longer has to stress as much about fighting for floor space in other independent retailers, especially in markets with a Performance store.ĪSI also picks up Performance’s house brands, like Scattante frames and accessories, Spin Doctor maintenance products, and component brand Forté. Performance already sells Fuji, Breezer, SE, and Kestrel, so the purchase doesn’t open new outlets, but ASI’s move does cement those as the core bike brands for Performance’s 106 physical retail locations. But ASI’s brands were in the same position as every other brand: fighting for slivers of floor space against the big three, or focusing on shops that weren’t Trek, Specialized, or Giant dealers. That’s the backdrop of ASI’s purchase.ĪSI, which owns Fuji, Kestrel, SE, Breezer, and Phat Cycles, as well as component brand Oval Concepts, has 2,000 retailers in the US (not all of them carry every ASI brand). That tactic results in a smaller retail floor space footprint for every other brand to fight over.įinally, both Trek and Giant have in the past year announced direct-to-consumer sales online, positioning themselves as “omnichannel” brands (retailers are still involved in direct online sales, but more from a service standpoint).Īll of that has put pressure on not just rival bicycle brands, but also accessory, apparel, and component companies, as well as shops. Second, and more important, they’ve separately pushed independent retailers to more strongly affiliate with them, in part by locking up increasing amounts of retail floor space in exchange for better sales terms. Trek, Giant, and Specialized have become dominant in retail through several tactics.įirst, they opened some corporate-owned or franchised retail outlets. To understand why ASI made the purchase, just look at how the bike retail environment has changed over the past decade. And it raises the question of whether ASI’s current 2,000-strong dealers will still be able to offer shoppers such broad lines of product. It puts pressure on other mid-tier bike brands that Performance, for now, carries. It’s the latest big shift in a rapidly reshaping consumer bike market, which is seeing increasing consolidation, a rise in online sales, and the decline-in numbers, at least-of the independent retail shop.ĪSI’s purchase puts the company on closer footing to the 'big three' brands- Specialized, Trek, and Giant-all of which have been aggressively competing in the retail arena, both online and in stores. Get the newest gear updates, training hacks, nutrition tips, and more in your inbox daily with theBicycling newsletter! Your move, bike industry: Advanced Sports International (ASI), the parent company of Fuji Bikes and several other large cycling brands, announced Monday that it purchased Performance Bicycle, the largest brick-and-mortar bicycle store chain in the country and a major online retailer.