DENVER (BRAIN) — Brian Hawkins and his company, Fixture Labs, will be at Interbike seeking new customers after Hawkins ended his 17-year relationship with Giant Bicycles this week.
“Why make the move now? What Giant needs from a partner in our position is no longer consistent with where we need to be taking our own brand,” Hawkins said. In addition, he pointed out, some of the work his company once performed for Giant has been brought in-house.
“Giant is simply moving in a different direction. This is a very strategic and risky move on our part. It's going to be a real adjustment, but we are hoping that this move frees us up to pursue new, long-lasting relationships with others in this industry that we love so much,” Hawkins said Thursday.
Hawkins had helped Giant implement a variety of programs over the years including advertising, brand strategy, and development of the Giant Retail Partnership program, which included store design and special events.
“We still plan to have close relationships with all of our friends at Giant and we will miss working with them on a day-to-day basis,” Hawkins added.
Hawkins began the Giant Retail Partnership program in 2005 when Skip Hess was the company’s president. He also began research on women cyclists and helped start Giant for Women the same year.
As Hawkins' ties to Giant grew, he launched Fixture Labs — a company that makes fixtures specifically for IBDs. Giant retailers used many of his fixtures for in-store remodels. Hawkins said he will continue providing fixtures and has new ones under development.
“This is very tough decision for us, as Giant has been a large and vital part of our business for a long time. Financially, it is a serious decision, but after careful consideration we feel this is the best time to make this change,” he added.
