Zoiders
New Member
- Location
- Ice Station Zebra
Halfords did this once already in about 2001 when they first tried the "Bikehut" brand.
They head hunted brand managers and technical sales staff from major distributors, employed proper bike mechanics, opened accounts with some of the more reputable brands and tried targeting the same market as LBS's. Their own brand kit was coming from Merida at the time and they offered some very good high end own brand kit, especially MTB's...
It didn't work, they ended up with lot of stock they never shifted that got moved on at a loss, it also fell through because some of the companies like Trek refused to do business with them at the last minute. Ten years on they will probably end up buying out the likes of Evans.
It's not something they can do well with the car market as their bread and butter, the two never mix well, hence them putting out feelers for a stand alone chain of bike shops.
They head hunted brand managers and technical sales staff from major distributors, employed proper bike mechanics, opened accounts with some of the more reputable brands and tried targeting the same market as LBS's. Their own brand kit was coming from Merida at the time and they offered some very good high end own brand kit, especially MTB's...
It didn't work, they ended up with lot of stock they never shifted that got moved on at a loss, it also fell through because some of the companies like Trek refused to do business with them at the last minute. Ten years on they will probably end up buying out the likes of Evans.
It's not something they can do well with the car market as their bread and butter, the two never mix well, hence them putting out feelers for a stand alone chain of bike shops.