Vielo switches to consumer direct to avoid supply ‘gridlock’, while retaining select few dealers
With immediate effect, indy boutique brand Vielo has revised its road and gravel bike prices as it switches up its route to customers with a ‘Direct to Consumer’ model, yet still offering a select number of dealers a margin.
The overstock ‘gridlock’ currently hampering the industry pushed the brand towards making the move, explained MD lan Hughes, which has ironically been preventing customers from getting hold of specific Vielo models.
He said: “For the past six months, we have seen a build-up and now total gridlock of bikes from the major brands clogging up the supply lines from manufacturers to distribution hubs, to dealers.
“Most expect this to take 18-24 months before it will clear through. While dealers work with their individual stock and cashflow pressures, it makes the instore experience challenging for customers looking for a specific product. This became more apparent as more and more Vielo cycling fans have been coming to us directly. Asking our advice, wanting our experience, and asking how they can buy one of our bikes.”
“I have supported Independent Bicycle shops during all my time (38 years) in the Cycle Trade. Right now, every bike shop owner is making decisions on what brands they stock and then re-order, that suits their business to survive this gridlock. We’ve come up with a package that allows us to pass on the savings of a leaner supply chain to our customers, while still maintaining an option to retain a select number of dealers.”
Vielo will offer selected dealers their current range of 1x road and gravel bikes. The bikes delivered to these UK dealers are fully assembled with their custom build options. International retailers will still have the option to purchase framesets. These dealers will also act as a service and demo centre for Vielo customers.
