First it was the gummy bears, now Sam.
That's it, burn it all to the ground.
First it was the gummy bears, now Sam.
Sad for all the workers. No sympathy for the greedy corpos who really fucked up the brands.Ship is sinking, IP for brands bought, no staff or stock. Looks like Wiggle CRC will be no more but Nukeproof, Vitus, DHB etc, may continue in some capacity.
'Once the warehouse is clear, it's game over' – WiggleCRC lays off almost entire workforce
'The new buyer apparently doesn't want anyone' says anonymous sourcewww.cyclingnews.com
Be interesting to see how these guys could continue. I suspect there are limited distributor bias companies that would bother with their volumes. That leaves specialty bike/outdoors sellers and most of them are already at capacity with their brands. Personally I rekon the market is ripe for an asian based retailer to emerge that isn't aliexpress levels of risk. Someone like bicycles online would work a treat, but having marin and polygon plus potentially vitus/nukeproof would be a bit much imo.Looks like Wiggle CRC will be no more but Nukeproof, Vitus, DHB etc, may continue in some capacity.
enter Panda Podium..... https://www.pandapodium.cc/Be interesting to see how these guys could continue. I suspect there are limited distributor bias companies that would bother with their volumes. That leaves specialty bike/outdoors sellers and most of them are already at capacity with their brands. Personally I rekon the market is ripe for an asian based retailer to emerge that isn't aliexpress levels of risk. Someone like bicycles online would work a treat, but having marin and polygon plus potentially vitus/nukeproof would be a bit much imo.
The workers must have seen the writing on the wall, lost $30m in 2021, lost $200m in 2022... still sending out $50,000 worth of Haribo bears with orders. Making financially silly decisions over packages that were their fault (See mine and Tek's stories on page 1), the management team were all riding the wave with no changes to business direction, driving the company in to the ground.Sad for all the workers. No sympathy for the greedy corpos who really fucked up the brands.
I suspect the workforce situation is a bit more clinical to be honest… I was involved in buying a business in the UK in 2016. The laws there are such that essentially you take all of the existing staff as part of the business as a going concern, or you take no staff ongoing and you basically buy the assets/IP/goodwill/etc. Wiggle/CRC etc are probably a lot more attractive as a kit of parts than as a business with 500+ employees who a new owner then has to pay out redundancies to etc. Still fucking sucks for the people losing their jobs though.The workers must have seen the writing on the wall
Yeah shit for all the redundancies but if I was buying it, I would want to start from scratch and bring it online slowly, testing the water.I suspect the workforce situation is a bit more clinical to be honest… I was involved in buying a business in the UK in 2016. The laws there are such that essentially you take all of the existing staff as part of the business as a going concern, or you take no staff ongoing and you basically buy the assets/IP/goodwill/etc. Wiggle/CRC etc are probably a lot more attractive as a kit of parts than as a business with 500+ employees who a new owner then has to pay out redundancies to etc. Still fucking sucks for the people losing their jobs though.
While geoblocking was the first big blow, regardless of what else is happening in the industry, they had the worst website redesign and rebrand that it bordered on neglect. They took something that was recognisable and reflected the industry then turned it into bland and boring with a $50 logo from fiver that it's hard to believe it wasn't someone in managements polo playing daughter that chose it. It was so out of touch and when that is your first point of contact no amount of gummy bears can patch that up.I reckon the blame is wholly with the local management
I'd love to see a return of the Offroad brandNukeproof could start by rebranding to a less cringey name - they seem like decent enough bikes but a bit embarrassing for anyone born pre-millenium.
Depends if they actually paid out as creditors.Will be interesting to see if they are going to get profitable Nukeproof, Vitus etc up and going straight away, hand pick employees with passion and make it work.
I rekon they are not bad, beside the brand value is worth more than potential cringe.Nukeproof could start by rebranding to a less cringey name
+1 Web rebrand can't have been cheap and it made things worse. This is typical MBA-ism of companies where some management consultant who has no idea about the business suddenly gets the keys to the place.While geoblocking was the first big blow, regardless of what else is happening in the industry, they had the worst website redesign and rebrand that it bordered on neglect.
it would be pointless to buy the brand and rename it. then you've got another miscellaneous bike to try and build a following. the brand is well known for what it does.I rekon they are not bad, beside the brand value is worth more than potential cringe.
Hey I like my Nukeproof!Nukeproof could start by rebranding to a less cringey name - they seem like decent enough bikes but a bit embarrassing for anyone born pre-millenium.
Back 2010ish I thought Nukerproof brake pads... ehh. Shit pads, shit name.Hey I like my Nukeproof!
I have a red Scout and stripped it to raw, also a yellow Cotic but none of the are ridden lately, sadly.I still want a Nukeproof scout in yellow or the industrial grey colour ..
uh oh what have I said..Hey I like my Nukeproof!
Sadly true. Nukeproof is ok and has decent brand value But it's true, the Americans seems to do better (or maybe it's the marketing?) Salsa, ironhorse, orange, moots, YT , santa cruz. I mean they don't get a free run like the italians, but they do well with brand value.The UK has always struggled to have a catchy bike brand name, PlanetX, OnOne, Ribble, Boardman, Whyte etc... Nukeproof is alright and now associated with decent bikes. I don't mind the name.