View Single Post
Old 02-03-19, 04:55 AM
Senior Member
Join Date: Mar 2016
Posts: 595
Mentioned: 13 Post(s)
Tagged: 0 Thread(s)
Quoted: 278 Post(s)
I am not sure if seeing a general trend in nyce-wheels closing it's doors would not be oversimplifying. I'd assume there are a lot of specific, individual reasons to it along with some general market trends. If I remember correctly, the founder and general manger of nyce-wheels (who also was it's main driver) died in an accident a while ago. This is definitively something that puts any small, owner-driven business in danger. AFAIK Peter, the nice guy we all know from the videos, took over the management position. From what I've read he did his very best but was a bit challenged with the new role. Second hand wisdom, so I cannot judge on that. Again AFAIK Peter left nyce-wheels not too long ago. This makes two key people being no longer at the company within a short timeframe. Which clearly leaves a lack and endangers the DNA and character of a company, especially a small one. I've no idea how it went on from there with nyce-wheels regarding ownership, general-management and business strategy.

Then you have the local effects like the New York Brompton Junction. Judging from what happened in other cities a flagship-store rises the awareness for the brand on the one hand but takes away a lot of the new business from the smaller shops on the other. Nyce-wheels have been well-known as a Brompton-shop for ages, so I'd assume they probably have been affected in one way or another. Can't judge to which degree their business used to be dependent on selling Bromptons.
Another local effect are things like share bikes, Uber, electric mono-wheels, electric scooters etc. - all those things have impact on how people move within a city. And if they consider buying a folder or not.

And lastly you have the general trends: A general trend towards cycling (positive), a general trend towards folding bikes (positive), a general trend to buy on the internet (negative), a general trend towards electric bikes (problematic) and a rising range of folders on offer, especially electric ones from Asia for cheap money, that make it harder for a local shop to compete and to maintain it's strategy of selling quality and experience for a high(er) price. Along with that plays the Brompton-REI-deal as well.
In this situation the one thing a business cannot afford to do is to do nothing. It needs to change and to adapt and sounds a little bit like "grow or die" as the best bet to survive. And that's what they did: The grew (by renting a bigger shop) and then they died because they lost that bet. To tell exactly why they lost it would at least for me be impossible - far too little information, far too many possible reasons. And for the same reason I struggle to derivate a general trend from the closedown of nyce-wheels as a single event.
berlinonaut is offline