It would actually reduce logistics and time spent responding to installation questions (shop handles installation); it would provide in-person customer support. And, most importantly, building loyalty with shop owners could add to a moat of market security for a product that is not inimitable. In fact, it is very easily imitable: see upcoming FSA center pull brake, and by the looks of 3T's just released aero road bar, an upcoming aero bar that could compete with the TriRig Alpha is inevitable. If a shop can sell this new hypothetical bar but can not sell the TriRig Alpha, which bar will the customer buy? This isn't to say that direct to consumer is a bad model at all. But the idea you presented that a direct to consumer model is the obvious choice may not be totally accurate and it is not without drawbacks.

Edit: That said, until I see more shops providing the level of information for their local communities that TriRig and DC Rainmaker provide, I'm not sure shops are an ideal partner. The best way for shops to win over local parsimonious consumers who turn to online discount shopping is to provide them with distilled information such as: 'we tested these 5 products and and here is why we are only carrying these two models', on signage in the store so customers can walk through and become informed and for this information to be blasted out in newsletters and on their website. Until shops become brick and mortar TriRig's and DC Rainmakers, I don't fault Nick for not seeking their partnerships.

---

wovebike.com | Wove on instagram