But why price yourself so far out of the market, when ultimatly its a piece of plastic with some bolts? What does it matter that its made in the UK? Apart from the mold-tooling, its not complex, so ideal for sending to the far-east. Knowing that I’m paying for a Brit to take one of these out of a machine and put it in a bag, rather than a foreigner isn’t enough to make me “buy British”.
Have a look at Chain Reaction. The most expensive mtb front mudguard is the Topeak Defender (classy name huh?) at £25. Fugly, but less than half the price of the Dfender.
I’ll be amazed if I ever see more than 10 of these on the trails (that aren’t freebies given to journos/sponsored riders). Maybe thats why they need the high price. Not the best bsuiness plan IMO