BURBANK, Calif. (BRAIN) — Pure Fix, which sells bikes online and through more than 400 brick-and-mortar retailers in the U.S., is now offering online bike buyers three ways to get their bike. The brand is allowing consumers to choose whether they want to pick up an assembled bike at a local shop, have an assembled bike hand delivered to them by a shop, or have an unassembled bike delivered to their doorstep.
"We really wanted to think about how we could deliver the best experience to the end user," said Jordan Schau, a co-founder of the brand. "Some people, like me, are tinkerers and may want to assemble their own bike. Others are not, but are happy to have a dealer do it and pick it up. Other people just want to order a bike online and not have to think about it, and just have it show up a week later."
Pure Fix is working with its existing dealers on the second and third options that Schau mentioned. If Pure Fix doesn't have a dealer nearby, it will reach out to other nearby retailers. Dealers are being offered a slightly reduced margin on sales delivered through their shops. "It's a little less than the normal margin. So far the retailers we've talked to are pretty jazzed about it," Schau said. Pure Fix will ship the purchased bike to the shop, or the store can take the ordered bike out of inventory if they have it, and Pure Fix will ship a replacement.
Pure Fix offers consumers free shipping on orders above $100, including bikes. There is a $49 fee if they opt to pick up the assembled bike at a shop, and a $100 fee if they opt to have an assembled bike hand delivered. Pure Fix calls that third option the BYLT program, which Schau said is not an acronym for anything, but just an unusual way of spelling "built."
More information: purefixcycles.com.
