What. The. Heck.

There are dozens of adjectives that can be used to describe the situation we’re all facing right now. Weird. Strange. Uncertain. The list goes on. And you’ve heard them all countless times already from the countless emails you’ve received from every other company you’ve ever interacted with.


Short of a few sectors everyone’s hurting right now. Spending is down, businesses are being asked to close, entire states are being asked to stay home. This obviously doesn’t bode well for any of us.


It’s my opinion that cycling as a whole is in the perfect position to come out of this stronger than ever, as dire as things may seem in the short term. There is every reason in the world to think that a lot of those now opting to commute by bike instead of public transport will continue to do so once we’ve reached whatever version of normal lies in store for us. Those that are being kept home from work or school due to shelter-in-place policies might find themselves going out for a ride to pass the time and rediscovering the joy of being on a bike.


Obviously, nobody can say for sure what the future holds, but we’re optimistic. This too shall pass, as is said. That’s not to say it’s going to be sunny skies and lollipops in the immediate future, but if we act rationally then we all can come out of this ready to make the most of what we hope and believe will be a strong rebound.

I sincerely want to see each of you find a path through this mess and come out the other side ready to make a whole new customer base happy with their newfound or rediscovered interest in cycling. There’s not a lot I can do directly to help drive customers into your store, unfortunately, but one of the things I can do is take a closer look at our pricing. I realize that Unior tools always have come at a bit of a price premium compared to the other brands. A large part of that is the cost incurred by keeping our manufacturing under our own roofs in Europe instead of outsourcing it to Taiwan or China.


Effective April 2 I’ve lowered the pricing on almost every Unior product we have in our US catalog. And I’ve done that while maintaining higher-than-industry-average margins for you. I realize that tool sales aren’t what keep your doors open, but if you’re going to sell a widget you should at least be able to make a decent profit on that widget.


As always, thanks for your time. And if there’s anything else I can help with please feel free to call me directly at 518-400-2453 or email me at chris.kreidl@uniorusa.com