Outdoor Retailer - May 2021 - 13

Andrew Kornylak

as a producer for other companies). " Maxxis'
factories were idled briefly in early 2020 as the
pandemic began and by the time things were
up and running again the pandemic had spread
across the globe. A lot of orders were canceled
in the early days of the pandemic because of all
the uncertainty. Once everyone realized that
biking was the ideal socially distanced activity,
orders came flying in. The orders for replacement equipment (RE)-tires you would find at
a bike shop-never slowed down though. That
meant our RE production was bumping into
our original equipment (OE)-tires that come
stock on new bikes-production. "
Furthermore, the lack of tires and other
componentry is slowing the availability of new
bikes. Andrew Juskaitis, Giant's global marketing director, says there are frames ready for
parts in the manufacturer's overseas factories, but simply not enough components to
assemble complete bikes. " In some cases, our
factories can't even get the cardboard needed
to pack and ship the bikes, " he says. Like many
brands, Giant is doing its best to make due in
what Juskaitis calls unprecedented times. The
brand is making relatively simple changes in
model spec-like using road-marketed chains
on mountain bikes or lightweight cross-country tires installed on long-travel trail bikes-
just to get bikes out the factory door.
Unforeseen spikes in demand due to social
distancing-related trends are also cleaning
brands out of product that's either historically
seasonal, or just not usually sought after. On
the soft goods front, Pearl Izumi Director of
Brand Marketing Andrew Hammond says,
" Our entry-level shoes just vaporized last year,
and it was because of Peloton [the indoor cycle
trainer]. " Hammond says Pearl Izumi's customer service department was almost overwhelmed with this rush of new users seeking
advice on their newfound workout of choice
for 2020. It wasn't just entry-level product that was moving for the clothing brand,
though; Hammond says the brand saw almost
equal sales of its top-tier $275 bib short as it
did of its price-point $50 Quest short.

STICKER SHOCK
It may not be necessarily due to the limited
supply of new bicycles, but many consumers

HECTIC PACE
Consumers got in the
saddle in record numbers
in 2020 and 2021.

" A LOT OF ORDERS WERE CANCELED IN THE EARLY DAYS
OF THE PANDEMIC BECAUSE OF ALL THE UNCERTAINTY.
ONCE EVERYONE REALIZED THAT BIKING WAS THE
IDEAL SOCIALLY DISTANCED ACTIVITY, ORDERS CAME
FLYING IN. " -AARON CHAMBERLAIN, MAXXIS
are also opting to resurrect old bikes-and
finding that the parts they need are difficult
or impossible to attain. QBP (Quality Bicycle
Products), the largest U.S. distributor of cycling components, is currently sold out of 7-,
8-, and 9-speed drivetrain parts, without an
ETA for new stock, which essentially leaves
any bike in need of repair on standby until further notice. Shimano's mountain bike
media liaison, Joe Lawwill, was kind enough
to answer Outdoor Retailer's inquiries about
its manufacturing status, but couldn't provide anything beyond stating that Shimano
is committed to increasing production. And
Lawwill said he can't go on record for their
current lead times.
Lead times to get bicycle manufacturers
these crucial components needed to assemble
complete bikes is roughly 18 months. Factor in
slower shipping times, limited packing material supply, and a myriad of other components
(saddles, tires, grips, etc.) with potential to
slow the process, and the cycling industry's
hope to return to normal is rather dismal.
These manufacturing delays all trickle
down to the showroom floor, leaving shop
owners scrambling for creative solutions.
Some brands are shipping " complete " bikes
with a component or three missing with the

idea that it's better than not shipping bikes
at all. Gillis says these options have at least
allowed the shop to get bikes to its customers, and that's a good thing. Prices are also
increasing rapidly, and, in some cases, bikes
ordered from shops months ago at one price
are finally trickling in, but with a price higher
than when they were initially ordered. In
many situations, the MSRP has increased accordingly. One shop who preferred to remain
anonymous says they had several customers
who put deposits on a bike at the pre-increase
price, only to find out they owed more money
(several hundred dollars in most cases) upon
the bike's arrival.
As with COVID-19 in general, the cycling
industry's future is uncertain. The milliondollar question is whether or not this spike
in popularity is at least in part a void being
filled, or if it's a short-lived trend that will potentially backslide companies that are running at maximum capacity to meet current
demands. While we obviously aren't aware
of all business plans, the general consensus
of brands we contacted is that the short-term
goal is to catch up as quickly and efficiently
as possible to meet these historical demands,
and try to sort the future out a little further
down the road. O.R.

May 2021/ OUTDOOR RETAILER 13



Outdoor Retailer - May 2021

Table of Contents for the Digital Edition of Outdoor Retailer - May 2021

Outdoor Retailer - May 2021 - Cover1
Outdoor Retailer - May 2021 - Cover2
Outdoor Retailer - May 2021 - 3
Outdoor Retailer - May 2021 - 4
Outdoor Retailer - May 2021 - 5
Outdoor Retailer - May 2021 - 6
Outdoor Retailer - May 2021 - 7
Outdoor Retailer - May 2021 - 8
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Outdoor Retailer - May 2021 - Cover3
Outdoor Retailer - May 2021 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
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