Hillsboro-based apparel retailer TeamEstrogen.com closes doors after 18 years

Team Estrogen Inc., an online cycling apparel retailer based in Hillsboro, is closing its doors after 18 years in business.

TeamEstrogen.com co-founder Susan Otcenas told Bicycle Retailer & Industry News last week that price competition and the changing behaviors of customers led to the decision to call it quits. Here’s more from BR&IN:

“We were never about price and discounts, and the world has changed. There’s a fundamental tension between the kind of hands-on customer service and high-quality staff we’ve always had and the customer demand for lower prices and free shipping,” Otcenas said. “The consumer has spoken that they value those things, and I totally understand it, but as a small company, it’s hard to compete in that space if that’s the main focus. It’s a race to the bottom, and we’re choosing not to go down that road.”

In a message posted on her site, Octenas wrote:

For the past 18 years we’ve had the privilege of helping thousands of women discover the joys of cycling and triathlon. Its been an exciting ride watching the industry grow from just a tiny handful of women’s brands and product lines in 1998, to the broad selection of women’s apparel available today.

We are proud of the role we’ve played in helping women’s cycling to develop, and trust that the brands we’ve worked with through the years will continue to listen, innovate and create the products that female cyclists need and deserve.

To our customers, we say a heart-felt Thank You! Your loyalty, support and feedback throughout our history are much appreciated.

As the name suggests, TeamEstrogen.com was known for its focus on women’s apparel and accessories. Otcenas owned the company with her partner Jeff Mendenhall.

In addition to running her business, Otcenas is a dedicated advocate who spent eight years on the Board of Directors of the Bicycle Transportation Alliance. The BTA gave her an Alice Award in 2015. Otcenas was also active in supporting bicycle projects and policies in Washington County.

TeamEstrogen.com will close its virtual doors on Wednesday September 28th and will continue to support customers through the end of October.

— Jonathan Maus, (503) 706-8804 – jonathan@bikeportland.org

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