REI to replace Novara bike brand with new brand, Co-op Cycles

By Stephen Frothingham

LAS VEGAS (BRAIN) — REI is replacing its long-standing house brand for bicycles, Novara, with a new brand called Co-op Cycles. The member owned co-op announced the change and showed a handful of new Co-op bikes at a media preview event Tuesday evening, prior to the opening of Interbike on Wednesday. REI will not have a display at the trade show.

The Co-op bike line, available next spring, includes all new hardtail mountain bikes and “all-road” bike models, priced up to about $2,300. At lower price points, some Novara models will be re-branded as Co-op, with new colors and graphics.

The bikes on display had a modern, understated look, with matte finishes with some flourescent accents.

REI’s Paul Calandrella said the line will capitalize on the recent trends toward adventure touring, which aligns with REI’s reputation among outdoors consumers. He said the Co-op brand will be used on cycling clothing and accessories and might even be used on tents and other outdoor gear appropriate for bike adventures.

Calandrella, a former Specialized and Amazon manager, has been REI’s director of product strategy for bikes for about a year. He said the Novara brand is being completely scrapped. “It will be gone from …read more

Via:: Bicycle Retailer and Industry News