Intense Cycles has made the “difficult decision” to halt online sales and distribution in Europe and the UK, according to a statement posted on their website. This effectively means the brand will no longer be selling bikes in this territory for the time being.
The tough decision comes “as the global cycling industry faces continued economic challenges,” and the brand is working “to ensure the long-term strength and future of INTENSE Cycles.”
“This decision wasn’t made lightly,” the statement continues. “It’s part of a broader strategy to focus our resources and stabilize our core business in North America.”
Intense bike owners will still receive warranty and spare part support via the brand’s US warehouse.
The announcement ends on a positive note: “This change marks a temporary shift in how we operate in Europe, but it’s not goodbye. Our goal is to return to global markets, including Europe, stronger and better positioned to serve riders like you.”
Intense isn’t afraid to change
In March, we reported that Intense had launched a new “Frame First” program that lets US riders customize their bikes from the ground up. Instead of buying pre-built models, customers can choose an Intense frame and work with their local bike shop to spec out the build using components from QBP. The shop assembles the bike, giving riders more control over parts while reducing inventory risk for dealers. It’s a hybrid model aimed at combining the flexibility of direct-to-consumer with the service of local shops.
The Singletracks team spotted advertisements placed by Intense Cycles promoting their Frame First program on BicycleRetailer.com earlier today. “Maximize Margins and Control the Sale with Custom Builds that Set Your Shop Apart,” the headline reads. The ad continues, claiming the program “gives dealers control—lower cost, boost margins, and offer custom builds at up to 35% less than major brands.” Clearly, the brand is casting a wide net to maximize their distribution within the US.
“We believe strongly that the current bike industry model is broken and that the [Independent Bicycle Dealer] IBD is the unfortunate recipient of that brokenness,” said Mike Carr in the March press release announcing the program. With the recent insolvency of YT Industries; the foreclosure, sale, and re-opening of Revel Bikes; and numerous other brands such as Alchemy, GT, Rocky Mountain, Guerrilla Gravity, Kona, Pole, and Nukeproof that are floundering or have closed; we’re now seeing firsthand just how broken the industry actually is.
2 Comments
15 hours ago
It seems as though the trails are more crowded than ever. So many people are riding. But then I read that, at last count, 10 bike manufacturers are in financial trouble, shutting down, or are selling their company. It would seem as though these two issues would not have an inverse relationship with each other.
I have not owned a business so I do not have the understanding of economic impact that these companies are facing.
I do hope that all of bike manufacturers can get through these tough times, especially Alchemy as it my brand of choice.
10 hours ago