Since late 2019, I have been executing a plan to trim the fat from RedWhite's product line. We used to sell (in addition to bibshorts) :

• Jerseys
• Baselayers
• Gloves
• Socks
• Bidons

I have written extensive about why I chose to trim these products from RedWhites catalogue here (Part 1) and here (Part 2). I recommend reading those 2 articles before continuing with this one. 

In Part 2, I talked about 2021 being a year of consolidation. It has been successful and I am ready to share RedWhite's product roadmap for 2022/2023.

1) Trimming of The BIB range.

 

The most popular bibshort that RedWhite sells is The BIB Stealth. The next popular bibshort is The BIB. Demand for this is about 45% of the demand for Stealth. Below that is The BIB Navy which makes up 20% of the volume of Stealth.

Combined volume sold of The BIB and The BIB Navy since 2019 is less than the volume of The BIB Stealth.

Clearly customers value an all black bibshort that is minimally branded. What surprised me the most was the low demand for The BIB Navy. On hindsight, this should not have come as a surprise to me. It is rare to see a Navy bibshort on the road despite it being offered by many brands.

Based on this data, I will be halting production of The BIB and The BIB Navy. Capital freed from this will be redeployed into other projects.

Got thoughts about this trimming? Leave it in the comment section below.

2) Shorter Inseam Men's Bibshorts

RedWhite's Bibshorts have long inseams that make it not great for some riders below 170cm in height. 

For example, a rider who is 80kg and 168cm in height would have to wear a size XL bibshort (weight is compressed over a 170cm frame). A size XL bibshort has an inseam that is about 12.5-13 inches. This causes the gripper to extend to the rider's knee.

To fix this, I will be introducing bibshorts that are 2 inches shorter in the legs and offering them as an option alongside the standard sizes. Sub 170cm customers can choose to purchase a shorter version of any size. For example, you'd have size XL (regular) and size XL (2 inch shorter) as size options.

I will be making this available exclusively in The BIB Stealth to gauge demand. If demand is strong, expect to see it rolled out to The Entry Bibshort and The Cargo Bibshort (Men's).

 

Estimated roll out date : Q3 of 2022

3) The BIB Thermal will be discontinued

Sales of The BIB Thermal has been disappointing. It is the worst selling product RedWhite has ever made.

It is a unique product that is useful in very limited conditions. The weather has to be too cold for regular bibshorts, but not cold enough for The Winter Bib Tights. This is likely the reason many customers prefer purchasing full length tights than these thermal bibshorts.

When I designed The Winter Bib Tights with Pad, I used a fabric that could handle a wide temperature range of 0°C - 15°C (32 °F - 60°F)**. This makes the long cut Winter Bib Tights a more versatile option than thermal bib shorts. Read the Winter Bib Tights product info.

I will stop production of these thermal bibshorts and only offer The Winter Bib Tights as part of RedWhite's Cold Weather Collection.

** Everyone has different tolerance to temperature. This recommended range is a guide and gives you the absolute max and min temperatures most riders can use these bib tights in. The closer you get to each limit, the less comfortable you'd be. Always do a weather check before riding during winter. Stay safe!

4) 3/4 Summer Bib Tights / Knicks

Not everyone likes bibshorts. Some customers have requested longer tights that end at the middle of their calves.

From feedback over the last year, customers have given 2 broad reasons for wanting to buy 3/4 tights :

1. More fabric = more leg protection from the sun
2. Customers in Muslim majority countries like Malaysia & Indonesia want 3/4 tights to bring an element of modesty to their body hugging cycling kit. 

I am uncertain about the demand for this product. Will enough people want it? Nevertheless, I will be taking a flyer on this one and produce it in small quantities.

Expect to see it available sometime in late 2022.

If this is something you'd like to buy, leave a comment below.

****

RedWhite's product strategy is driven by both customer feedback and my own thinking. While I do pay attention to what customers want, I have to consider RedWhite's small capital size. This constricts me to invest in only the best product ideas that solves a true customer need while also driving long term revenue growth. If you have any thoughts about this blog post, please write that down in the comment section. Thank you!