A New Direction - Part 1
RedWhite Apparel's 2020 focus will be exclusively on bibshorts and shorts. In light of this focus, I will be discontinuing the following product lines on this website :
- Jerseys
- Baselayers
- Gloves
- Socks
- Bidons
One of my biggest challenges at the moment is growing the company while keeping the core long distance bibshort product line fully stocked. Every year, as demand ramps up going into the riding season, inventory runs out. This happens despite growing the volume of bibshorts ordered in every production cycle.
A good problem to have, but it is still a problem.
My decision to discontinue the above 5 product lines was made after analysing sales data. For every 100 customers who make a purchase on this website, only 20 choose to buy one of the above items. While 20% represents a sizeable chunk of revenue, it isn't high enough to justify the resources that go into maintaining those items.
Jerseys in particular are a tremendous resource black hole. They're graphically heavy and fashion driven. Jerseys follow fashion cycles and to do them well requires investing in a design team who can produce new releases every season. There are many other companies who do this far better than RedWhite Apparel.
RedWhite Apparel's competitive advantage is producing long-distance bibshorts and retailing them at an affordable price. In order to keep doing this well, I need to maintain focus and not deviate from this company's core mission. Maintaining product lines that aren't bibshorts does dilute focus at the moment, hence my decision to discontinue them.
What's next?
Moving away from the above 5 product lines has freed me up to focus on some new projects that will be hitting the market in late 2020 and early 2021. Below is a list of products you can expect to see :
Products for release by Summer 2020
- The Entry Bib : a more affordable bibshort for new cyclists who don't need the ultra-distance capabilities of the current bibshorts. Manufactured in the same EU factory as my current bibshorts. Target retail price is US$85. (Update : this product is now available)
- The BIB Women (Stealth) : a stealth colour version of the current The BIB Women. It will look similar to The BIB Stealth. (Update : this product is now available)
Products for release in late 2020 / early 2021
- The Cargo Bibshort : a new cargo bibshort with integrated pockets for adventure and ultra riding. Sneak peek at the 1st prototype. 2nd prototype here. (Update : Product is now available)
- Women's Shorts : a non-bib version of The BIB Women
- The THERMAL Bibshort : a thermal version of The BIB bibshort (Update : Product is now available)
- The Winter Bib Tights : a long thermal tight with integrated pad (Update : Product is now available)
Products in early development stage (no release date)
- The BIB Recycled : a version of The BIB that's made using recycled material. (Project update here)
- The BIB Ultra : an upgraded version of The BIB with a next generation pad and upgraded fabrics and cut. Designed to take you even further than The BIB. (Project update here)
- The MTB Liner : a liner bib with pockets that will allow Enduro and XC riders to wear them under baggies and enjoy the comfort of a bibshort while dressing the part for trails. Integrated pockets will allow riders to carry spares, nutrition and a 3L water bladder. You can ditch your hip bag / backpack.
- Padded Boxers : you read that right. Boxer underwear (made of a mesh fabric) with an integrated pad. To be worn beneath your regular clothing for your commutes.
All of the above projects are in active development. Some are much further along than the rest and will be available for sale by summer 2020. Others are pretty early and a release date isn't available as of today.
If you have an opinion on this article, on this new company direction or on the products listed above, please leave it in the comment section below.