BLOOMINGTON, MN (BRAIN) — Quality Bicycle Products is putting the final touches on a new in-house brand of accessories called MSW. The Taiwan-sourced line will only be sold through IBDs, and the Minnesota-based distributor is targeting keystone margins or higher, said Jason Gaikowski, the company’s director of brand design and marketing.
MSW joins QBP’s growing roster of company-owned brands, which include All-City, Civia, Cogburn Outdoors, Foundry, Salsa, Surly, 45North, Dimension, Handspun, Problem Solvers and Whisky Parts Co.
The line will start with 20 SKUs, including pedals, bottle cages and grips. SKU count will expand to 100 by June 2014 with racks, pumps, multitools, bar tape, locks, bottles, bags and lights.
“So much of the industry tends to be tech designed, or designed via features,” Gaikowski said. “We’re really looking at this accessory line and saying, ‘How can we design for humans?’ We want to help new, beginner and intermediate-level cyclists understand why these accessories will help them have a better experience.”
Gaikowski said that while MSW will be best suited for beginner to intermediate cyclists, product quality and value will also appeal to experienced or advanced riders. As a brand MSW will emphasize simplicity in design and function as well as ease of use to break down barriers for purchasing at the store level, he said.