VISTA, CA (BRAIN)—Haro has laid off seven Vista, California-based employees in an effort to realign its overhead with ongoing economic challenges and current market dynamics.
This reduction included clerical, distribution and sales and marketing staff. Haro adult brand manager Jill Hamilton was among those who were let go. She had been with the company for 10 years.
"While moves like these are never easy for anyone, they are extremely difficult for a company like Haro where its employee base has traditionally formed a small tight knit community dedicated to making the company more successful," said Haro CEO Joe Hawk. "Our existing overhead had been built around the inflated and artificial volumes afforded to us by the bankruptcy and market shifts of competitors earlier in the decade. Unfortunately, those volumes were temporary and our overhead was never adjusted making the recent move a necessary one."
As part of this restructured look, Hawk said Haro wants to remain the market share leader in BMX/freestyle to the specialty market. Hawk said a greater focus will be placed on growing the business in this area under the direction of Allan Cooke, BMX brand manager.
Haro will continue to market mountain bikes introduced nearly 25 years ago, but within a more simplified and logical model range that better matches its brand profile, according to Hawk. While the range will be reduced, models that make up more than 85 percent of its historical volume will remain and the responsibility for those products will be split among existing staff, Hawk said.
Masi, purchased by Haro nearly 10 years ago, will continue under the management of Tim Jackson, Masi brand manager.
"We are mindful of the challenges those no longer with us face, but are equally mindful of the energy and enthusiasm they offer the employer lucky enough to be next on their career path," Hawk said. "Those that remain at Haro are looking forward and focused on the task at hand, fully committed to navigating rough economic waters and propelling the company forward."
—Jason Norman
jnorman@bicycleretailer.com
