There are a lot of signs that the bike industry is going to struggle in 2023, so we thought we’d start a story to track some of the stories we hear about that take the temperature of what’s happening. Things like signs of cash flow problems, tales of supply chain delays, signs that overstocking is taking its toll, and news of buyouts and mergers are all expected to be regular occurrences this year. Many of these things happen in other years too, but we’re expecting the turbulence to affect big names as well as smaller players this year.
We’re still only half way through January, so let’s take stock of what’s already happened in December 2022 through to now. We’ll skip past November’s casualties of Stanton and The Bicycle Academy as we’ve already reported on those.
Outdoor Provisions closes – December 7th
The makers of tasty ‘real food’ snacks, often seen at events, announces it’s to close.
Cyclorise ceases trading – November 30th
Distributors of many niche American brands announces closure.
GT Drops Factory Race Team – November 22nd
In a move that illustrates the changing face of the industry, GT dropped its factory race team, saying it’s shifting focus to grass roots racing. Other teams look to be reassessing what their racing year ahead will look like, with some big name riders still thought to be without contracts for 2024.
GCN+ to close – November 16th
Media outlet and subsidiary of the Warner Bros. Discovery behemoth GCN+ announced its closure from 19th December, leaving many wondering how they would be able to watch next season’s mountain bike racing. Staff reactions on social media and LinkedIn expressed disappointment at what was seen as a corporate decision, and many wondered whether the ‘passion projects’ like the documentary films would continue.
Raleigh drops Parts and Accessories Function – November 9th
In a move that narrows the available suppliers for local bike shops, Raleigh has dropped its Parts and Accessories function. That means the brands like MET, Bluegrass and Stans will be looking for new UK distributors. Raleigh UK and Moore Large, who went into administration earlier this year, were important suppliers, particularly for smaller bike shops. They’ll now be looking to source new accounts for workshop spares, as well as helmets and other products.
SIGNA Sports Enters Administration – October 27th
SIGNA Sports, parent company of Wiggle CRC – along with distributor Hotlines, and brands Nukeproof, Vitus and Ragley – entered administration, in probably the biggest industry (bad) news of the year.
MBR goes online only
MBR magazine announced it was ceasing print editions, going online only.
Sixth Element Wheels Ceases Trading – Article Update, October 2nd
Sixth Element Wheels, purveyors of affordable carbon wheels to match your bike, is reported to have ceased trading.
Cranked Magazine ceases publication – 1st August
Editor and founder of Cranked Magazine, Seb Rogers, announced the next issue would be the final issue of Cranked Magazine.
Planet X ‘saved’ – June 2023
After unconfirmed rumours of being entered into administration circulated, a ‘pre-pack’ rescue package of discount retailers Planet X was announced.
2Pure, UK Distributor for Ibis, Enters Administration – Article Update, May 19th
Another distributor has called in the administrators: this time it’s 2Pure, based just outside Edinburgh, who are probably best known to you as the UK Distributor for Ibis. They’re also the distributor for milKit tubeless gear and were previously the distributor for Coros, a wearable tech and helmet brand that have been doing a lot of promotion in the bike world recently, however Coros went direct to consumer earlier this year. We’ve asked Ibis if they have other UK distribution plans in place, here’s what they’ve told us:
The future is unclear. For the time being, Ibis USA will act as the distributor to the UK. We will continue selling to Ibis dealers in the UK, supporting warranties, and providing customer service via Ibis USA.
Ibis
Q1 Reports Reveal Sales Down By Up To 30% – Article Update, May 5th
As companies release reports on their Q1 sales for 2023, significant drops in sales and income over the same period the previous year have been revealed. Fox reports that overall income is up thanks to the powered vehicle market, but in its bike segment – which includes Marzocchi and Race Face – sales were down 30%. Thule reports a 26.6% drop in sales for Q1 compared to last year, which it puts down to reduced demand in the bike sector. This equates to net income for the same period being down 47.9%. Another company reporting Q1 drops in sales is MIPS, who has seen sales drop 35% compared to last year, equating to a 70% drop in income. Shimano reports a 17% drop in bike sales for Q1, equating to a fall in income of 32%.
The above figures compare performance to Q1 in 2022, when the covid bike boom was mostly over but there was still nervousness over the availability of products. We’d also yet to feel the full effects of fuel price rises and other cost of living increases. The disproportion between the percentage reductions in sales and the reductions in income suggest that perhaps factors such as rising costs or a need to shift excess inventory at reduced prices may be having an impact on finances, alongside reductions in actual purchases being made.
Lauf Reduces Prices After Operations Shift – Article Update, April 28th
Moore Large Distribution Goes Into Administration – Article Update, 14 March
It’s reported that distributor Moore Large entered administration. Greg Connell, Managing Director of Business Information Company InfolinkGazette, posted on Linked In:
The UK’s largest family owned supplier and distributor of bicycles Moore Large & Co filed a Notice of Appointment to appoint an administrator in the High Court today [13/03/2023]. Greg Connell, Managing Director of Business Information Company InfolinkGazette, commented: “the Trustees of the Moore Family Settlement have a legal charge over all present and future intellectual property rights and with 5 other secured charges, the outlook for unsecured creditors is unlikely to be favourable.”
Chris Bonner, an Account Manager for Moore Large, also posted on Linked In:
It saddens me that with immediate effect I am looking for work. Sadly Moore Large has fallen into administration, leaving all employees out of work.
Moore Large had been subject to a management buyout in April last year, with Managing Director Nigel Moore retiring after 40 years in charge. Less than a year later, despite being the distributor for significant brands such as Tern bicycles, SR Suntour and We The People BMX, the company has entered administration. We expect to see other distributors hoping to pick up distribution rights to the brands as the administration procedure progresses.
The Rider Firm Redundancies – Article Update, 22 February
The Rider Firm – the company behind Privateer, Cairn and Hunt Wheels – has taken cost saving measures resulting in the loss of approximately 10% staff. Having visited their Surrey HQ and met many of the staff over the years, we’ve seen first hand how friendly and close-knit everyone there is. Lots of riding to work, after work laps, weekend adventures and so on – the kind of scene any rider might hope to work in. It’s also a company that has set a lot of store by being reliable and trustworthy – their pre-order business model has meant that following through on your promises is important. Talking to people there, it’s clear the redundancies have been a tough decision, and we wish everyone on both sides of this situation all the best. Here’s the official statement:
In order to manage costs and defend the long term financial health of this business amid both industry-specific and larger global economic challenges, we made the very difficult decision to enter a consultancy process, which led to the redundancy of approximately one in ten roles within The Rider Firm. We’re very grateful for the contributions of each and every team member, and remain focused on our goal of serving riders with the best possible products and service. We are offering resources to support the affected staff through this difficult time.
Tom Marchment, Co-founder
The Herd Group Holdings buys Wildcat and Velovixen – Article Update, 22 February
In some hopeful news, Herd Group Holdings (parent company to Stolen Goat) has bought Velovixen – which we reported in January had gone into administration – and Wildcat, UK makers of bikepacking gear. They’re going to be launching a crowd funder to support their plans, sign up here to get early info.
Wahoo Credit Rating Downgrade – Article Update, 20 January
Wahoo’s ability to service its debt is in question following a downgrading of its credit rating to -CCC.
Halfords Sales Reflect Economic Squeeze – Article Update, 17 January
Halfords issued a trading update which appears to show that the cost of living is taking its toll on its cycling business. Overall, cycling sales are down 21.2%, with growth in the auto side of the business offsetting these losses. Full story here:
Specialized Lays of 8% of Staff Worldwide – Article Update, 12 January
Bicycle Retailer reported on 11th January that Specialized had announced 8% of job cuts, affecting staff worldwide.
Over the last three years, the industry has changed at an incredible pace and shown that cycling is more powerful than ever. It’s clear the time has come for transformation and shifts for the future.
This past week, Specialized made the incredibly difficult decision to say goodbye to 8% of teammates around the world. With the global economy changing faster than anticipated and rapid changes within cycling, the organization adjustment will allow the brand to be adaptive, whilst still investing in innovation.
“We are transforming the company around our purpose to Pedal the Planet Forward. Our priority is to better serve riders, retailers, and communities and to be the best place for our teammates to innovate and grow. The time is now to adapt to the current environment and ultimately led us to make some extremely tough decisions today. I want to recognize those teammates who departed and thank them for all their contributions, hard work, and dedication to Specialized. We are focused on ensuring that they are fully supported during this difficult time. It may be tough to see in the moment, but the future of cycling and the future of our brand is bright.”
– Scott Maguire, Specialized CEO
Reports that Giant delayed payments to suppliers
Over Christmas, Giant’s shares lost value amid reports in local media in Taiwan that suggested Giant had asked its suppliers for permission to delay payments to them. Local press said that this led to an official statement from Giant saying that Non-disclosure agreements prevented the company from commenting, and that it was unfortunate that the letter had been leaked.
Delaying payments to suppliers might be done to alleviate cash flow issues. It might also be done where the products are not required imminently – something which seems likely in this case, amid reports of overstocking across the bicycle industry. If you’ve still got products sitting in shops waiting to sell, you don’t need more of it leaving the factory and adding to your stock levels. We are aware that embargo/release dates for some Giant models have been pushed back by two months from their original launch dates, which may or may not be linked to the company’s payment issues.
Merida was also caught up in the market speculation, and its shares fell too amid concerns it might be exposed to overstock issues. However, it told local news that it was not seeking to delay payments to suppliers and cash flows are normal.
Late Accounts
On 3rd January, Cyclesport North Limited – the parent company of Ribble Cycles – had a ‘First Gazette‘ posting issued against it by Companies House. Now that this has been issued, unless within two months cause is shown to the contrary the company will be struck off the register and the company will be dissolved. Accounts have been overdue since 31st October 2022, and we have been told that the notice is due to this delay, which is ‘due to the availability of the auditor’ (Past Auditor has been PWC). We’re told the accounts will be filed soon. Update, 20th January: The compulsory strike-off action has been discontinued.
Velovixen Enters Liquidation
Velovixen, supplier of women’s cycle clothing, announced on 4th January that it was going into liquidation. Citing ‘an unprecedented number of adverse forces’, the owners regretted the position they find themselves in.
…some of the factors include: the hugely increased cost of products; energy price hikes and their widespread damage; changes in customer behaviour, with ever-growing returns rates and appetite for discounts; far more expensive advertising rates; and the broader cost-of-living crisis.
At the end of the day, if a product is discretionary, then right now people are understandably looking to spend less on it. And, whilst we remain passionate about it, much cycling clothing is not absolutely vital for survival.
Velovixen
We expect there will be other smaller brands who find themselves in similar situations this year. Remember to support the brands you love!
Shimano Delays Motor Delivery
Cy from Cotic informed his newsletter readers that Shimano has pushed back their delivery slot for motors and associated ebike bits from September 23 to June 24 at the earliest. We know that electronic chip demand across the world is high, and delays are being experienced in everything from cars to games consoles, so while it’s not entirely surprising to hear this news, it’s a sign that supply chains are still in disarray.
What next?
We’ll keep our ear to the ground for more news. If you’ve got a local bike shop that closes, add it in the comments section.
While you’re here…
Join our mailing list to receive Singletrack editorial wisdom directly in your inbox.
Each newsletter is headed up by an exclusive editorial from our team and includes stories and news you don’t want to miss.
Home › Forums › Tracking The Health Of The Bike Industry In 2023
You must be logged in to reply to this topic.
Spread the word:
Spread the word: