Follow Bicycle Retailer

You are here

Reynolds Unveils New Distribution Strategy

Published September 29, 2011

WEST JORDAN, UT (BRAIN)—Reynolds Cycling has unveiled a new direct-to-dealer business model for the U.S. market.

The company will focus its attention exclusively on independent bicycle dealers (IBDs), eliminating the use of U.S. distributors. The new distribution model will provide Reynolds‘ retail partners greater reliability as well as significantly increased interaction and training with the Reynolds Cycling sales team.

“Reynolds Cycling’s relationship with distributor partners has been very positive and this was a difficult decision to make,” said Mike Dufner, CFO, Reynolds Cycling. “The purpose for the change was to provide a more streamlined, efficient and effective engagement with IBDs. It is important to have a closer relationship with dealers to support the company’s premium brand and ensure a richer in-store consumer shopping experience. This new strategy will assist Reynolds Cycling in continuing to build its world class brand.”

Reynolds Cycling’s high-end line of composite wheels will now be available to dealers via the company’s toll free number 1-866-798-3040 or through its independent sales representatives. Dealers will also have access to the Reynolds’ newly updated dealer-exclusive portion of the website www.reynoldscycling.com.

“Reynolds wheels are a high-end, technical product. Being able to work directly with each IBD will allow our experienced rep team the opportunity to educate and provide personal service to each shop in their territory. We are excited about this new direct-to-dealer program because it will allow us to help our retail partners succeed,” said, Andrew Gavin, Reynolds Cycling’s U.S. sales manager.

Join the Conversation