To Offer Enhanced Dealer Margins, and Avoid Tariff & Inflation-Driven Price Increases
PETALUMA, CALIFORNIA – December 16, 2025 – e*thirteen, a leading innovator in high-performance bicycle components, announces a strategic shift in its sales model for the US market, effective January 1, 2026. The company will cease sales through third-party distributors in the USA and transition to a dealer-direct sales approach from its Petaluma, California, location. Before the change, e*thirteen was distributed by Quality Bicycle Products (QBP) and Bicycle Technologies International (BTI), as well as through dealer-direct sales. e*thirteen will continue to make consumer-direct sales through its website www.ethirteen.com.
“We would like to sincerely thank our distribution partners QBP and BTI for many years of professional service and support. It has been a pleasure to work with these outstanding businesses and friends. We feel this step is necessary to limit tariff & inflation-driven price increases and allows us to offer improved dealer margins as well as limit MSRP increases.”
- Chris Costello, American Sales/Service Manager
This change underscores e*thirteen's commitment to its dealer network and end-users. By removing the layer of margin distributors require, e*thirteen aims to provide its valued dealers with higher margins and more direct access to products and support.
This strategic decision is driven by recent market dynamics, notably the new duties applied to goods imported into the USA. While many companies operating through traditional 3rd-party distribution channels have increased retail prices and squeezed dealer margins, e*thirteen firmly believes that raising prices in these current economic conditions, with the industry still navigating a post-pandemic inventory glut, would be detrimental to consumers and our brand.
"As a US-based, rider-owned and operated business, supporting our customers has always been at the core of e*thirteen's mission. While e*thirteen has offered dealer-direct sales and service through our Petaluma, California, warehouse for 15+ years, this evolution to an exclusively direct-to-dealer model in the USA allows us to offer more competitive pricing and margins directly to shops that share our passion for cycling. We believe this move will foster stronger relationships with our dealer partners and ultimately benefit all e*thirteen riders."
US Dealers will earn:
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Increased Margins Across the board - ranging from 40% on high ticket items to 50% on certain consumables and high volume items.
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Margin and Profit Protection -
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Dealer margins are maintained when purchasing discounted/sale items from our B2B site.
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Dealers earn rebates on the margin difference for products purchased at standard dealer pricing that are sold during a sales window at the sales price.
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Free Ground Shipping on orders over $200
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Shipping within 24h (weekends and holidays excluded)
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Access to Shopify Collective - Seamlessly integrate our inventory with your Shopify website to limit financial commitments; we hold the stock and drop-ship directly to your customer.
US dealers will have two convenient options to purchase e*thirteen products:
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Online B2B Portal: Dealers can sign up for a dedicated B2B account on the e*thirteen website, enabling convenient 24/7 online purchasing with 40 to 45% margins built directly into the pricing structure. A 45% margin boost has been strategically applied to high-volume products like all e*spec drivetrain components and all tires and tubeless consumables. B2B Login and Account Application
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Custom Programs via Sales Team: For dealers seeking tailored solutions, e*thirteen's US sales team will be readily available to discuss individual program requirements and offer custom pricing, including the opportunity for 50% keystone margins on qualified accounts.
This transition is a testament to e*thirteen's dedication to optimizing service and ensuring its innovative components remain accessible and competitively priced for cyclists nationwide. e*thirteen looks forward to this new chapter and strengthening its partnerships directly with dealers.
About e*thirteen: e*thirteen is a rider-owned and operated company dedicated to designing and manufacturing high-performance bicycle components. From durable drivetrain solutions to uniquely innovative performance wheelsets, e*thirteen products are engineered to enhance the riding experience for mountain bikers worldwide.
