Rotor and Rowona - two examples of many: Bicycle brands founded and built up by dealers. Mostly with only regional significance, rarely sparkling jewels in the high-end segment. Rather, specialist dealers put solid, well-made mid-range bikes on the wheels. Robust, durable and with proven technology that causes few problems. After all, they vouch for the quality of the bikes with their own names - and who likes to have dissatisfied customers in the shop?
Specialist retailers are therefore making a special effort with their own brands. What's more, the business is worthwhile if the retailer becomes a manufacturer to whom suppliers suddenly offer much better conditions. Of course, nobody wants to admit this so clearly - but the better earnings situation is definitely a strong driving force behind the creation of a private label. After all, (at least) one distribution stage on the way to the buyer is eliminated.
One indication of this may also be the fact that most dealers round off their range with their own brand. Roland Wolbold, Stuttgart bike dealer with a legendary reputation beyond the city centre, says dryly: "If you want cult, you won't be happy on my bike."
You can find these retailer brands in the test:
Kennbro Cycles, Zweiradshop Lieb, Hamburg
Mind Movie Ro.Zona, Radsport Ritzel, Jena
Orlando, Cycling Roland Wolbold, Stuttgart
Rotor Matex 9.1, Generator Radsport, Leipzig
Rowona Hurricane, racing bikes Rolf Wolfshol, Cologne
(Text: Matthias Borchers, Thomas Musch)
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