Bulls Bikes started in Germany in 1994 and produces a full line of mountain bikes, road bikes, commuters, and even kids’ bikes. Yesterday the company launched a new online store in the USA where consumers can order the bikes directly.
Sharon Yu, General Manager of Bulls Bikes USA says, “Selling direct gives us the opportunity to provide a real discount on our products, which directly benefits consumers.”
For example, the company is offering the Wild Edge 29, a FS carbon bike with XT drivetrain and brakes plus an RS-1 fork for $3,799. The company claims this build weighs just under 23 lbs.
On the other end of the spectrum, the company offers the King Boa, an aluminum 27.5 hardtail with a mix of Deore components, SR Suntour fork with remote, and Tektro Draco 2 hydraulic disc brakes for under $1,000.
The company is also offering a 140mm bike in the USA, the Wild Cup 2, for $1,699. The Wild Cup 2 features an aluminum frame, a mostly SLX drivetrain, SR Suntour fork, and Tektro brakes.
“While we don’t rule-out selling to retail bike shops in the future, we do recognize that the landscape for consumers has changed,” says Yu.
This seems to be part of a recent trend, with overseas companies selling direct to consumers in the US rather than launching with a traditional dealer network. Just in the past 12 months or so we’ve been Commencal, YT, and Polygon make similar moves. It will certainly be interesting to see how consumer react and if more established US brands will move to make bikes available for purchase online in the future.
More Bulls Bikes photos from Sea Otter 2015: