Shimano USA’s website has recently launched a consumer direct portal that sells items like footwear, pedals, cleats and other accessories direct to the consumer. Stockists of the brand in America have expressed disappointment at finding out by email this week.
Far from alone in the practice, it appears many labels are ramping incentives for consumers to buy directly leading into the festive period .
Yet what is causing bike shops stocking Shimano accessories alarm over the Atlantic is unlikely to be replicated here in the UK and likely not in the EU, according to Madison UK boss Dominic Langan, who also appeared on the CI.N podcast this week , recapping on what has changed in the bicycle business in 2022.
Responding to the subject of Shimano’s activity, Dom told CI.N today that it’s “certainly not happening here in the UK and (I’m) pretty sure not anywhere in Europe either” in reference to the consumer facing portal shifting stock without shop involvement.
On the other side of the Atlantic the news has been met with a mix of shoulder shrugging and dismay, with some shops fast becoming accustomed to being sidelined on certain goods and others upset by the bypassing of their businesses. A retailer’s photoshopped version of the Shimano site addressing supply via stores One retailer posting on the subject to the bike trade Facebook Group ‘ Cycling Industry Recovery ‘ opted to photoshop banners onto both the Shimano and Trek sites, illustrating a feeling that it would be easy to flag up […]
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