PHILADELPHIA (BRAIN) — Advanced Sports Enterprises is consolidating some back end functions at its two e-commerce brands, Nashbar and Performance. The two brands are moving toward operating on the same inventory system and consolidated warehousing. ASE closed the Nashbar warehouse in Ohio at the end of July and also consolidate some positions at its Chapel Hill, North Carolina, facility.
In 2000, Performance bought Nashbar, which Arnie Nashbar founded in New Middletown, Ohio, in 1974. In 2016, ASI — the owner and distributor of Fuji, Breezer, SE Bikes and other brands — bought Performance. ASE was formed as the parent company of ASI and Performance.
Despite the merger, Nashbar and Performance have continued to operate on separate systems and ship from separate warehouses until this year.
Nashbar and Performance are continuing as distinct online retail brands, ASE's CEO, Pat Cunnane, told BRAIN. "They are separate brands just like Fuji and SE are separate brands," he said. BikeNashbar.com is positioned to compete with other discount and close out e-commerce sites while PerformanceBicycle.com competes with e-commerce retailers "that carry a wide selection of leading brands," Cunnane said. Performance also has 104 brick-and-mortar locations, while Nashbar hasn't had a physical storefront in many years.
Shipments to Performance and Nashbar customers are now coming from the same warehouse, but the packaging and labeling are distinct for each brand.
Cunnane said the warehouse closure resulted in the elimination of 31 jobs in Ohio; however, three employees have transferred to Performance, and the company has added 14 warehouse positions in North Carolina. The consolidation of systems meant the elimination of 15 positions in Chapel Hill; 9 people lost jobs while other employees were reassigned to new positions.
ASE also has a customer service facility in West Virginia that services both brands. Cunnane said there were no positions eliminated in West Virginia.
In testimony about proposed bike tariffs in Washington on Monday, Cunnane said ASE has nearly 2,000 employees in the U.S. and annual revenues of more than $250 million.
