D’Lite on sale at Costco.com.
When a friend of mine said they saw Burley trailers being sold at big-box retailer Costco last week, I was shocked. Based in Eugene, Oregon, Burley is known as a premium priced, quality brand in the bike industry. Selling to a big box retailer like Costco dilutes that reputation. This upsets dealers, who rely on the strenth of a brand’s reputation to sell products at full retail price.
“In hindsight, we will never do it again.”
— Michael Coughlin, Burley CEO
On Sunday, Bicycle Retailer & Industry News (BRAIN) published some background on the story and a mea culpa from Burley CEO Michael Coughlin.
In Burley Renounces Costco Decision BRAIN reports:
Burley arranged to sell about 1,000 units through the wholesaler in a one-time deal to quickly get rid of some leftover 2008 Delite, Solo and Rover trailers.
But according to Coughlin, that was a big mistake. He told BRAIN that, “In hindsight, we will never do it again.”
So, are there any left? Can you still get a smokin’ deal on a new Burley? Yep, but you’ve got to act fast:
Coughlin predicts the product…will be sold through Costco within 30 days. About 10 percent of the stock, or about 100 units, will be sold through Costco.com while the rest will be sold in stores, Coughlin said.
A quick check at Costco.com shows the Burley D’Lite model selling for $329 (regular price is $525).
— For more, read the full story at BicycleRetailer.com.