Chase Bliss will now sell directly to consumers rather than raising prices or compromising on builds

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Pedal maker Chase Bliss said it plans to switch to selling its products directly to consumers through its own dedicated online store, rather than to distributors and retailers.

The brand’s thinking is explained candidly and deviously by founder Joel Korte in a clip on the company’s YouTube channel.

“I’m getting super rambling but that’s how it’s going to be because I really want to explain everything from my point of view here,” he prefaces, before taking the time to discuss the company’s position. and the various reasons for the change.

In the video, Korte explains the feeling that Chase Bliss fills a niche that he says isn’t always well understood or properly marketed by some retailers. More importantly, however, he says they are facing pressure from rising parts and labor costs.

“If there’s one thing that made me make this decision, it’s this: I couldn’t see any other way to move forward without raising our prices,” says Korte. “Our pedals are already expensive – and I don’t want to compromise on quality to save money either.”

The idea then for the brand to absorb the price increases of the components with which it is confronted by effectively eliminating the distribution/retail intermediaries.

As part of the move, the brand will set up its own hub in Amsterdam in the Netherlands to send pedals directly to European consumers. Korte says it should be easier and more affordable for its customers around the world to source Chase Bliss equipment, try things out at home and return items for repair, while expanding its product support.

Watching the video, however, there’s an overriding sense that the decision is based on Korte’s desire for creative freedom with Chase Bliss, instead of going the usual “scaling up” route.

“There’s this pressure to make products more appealing to more people…and I don’t like where my head is going. [with that]. I hate that. I don’t want that kind of calculation to play such a big role in my head,” Korte says.

“I want to be able to swing and miss. Maybe do something once in a while that… won’t make sense to people now, but maybe it will in 10 years. I feel like it allows us to do that, because we don’t have to worry about selling a million of everything.

As such, Chase Bliss has now stopped taking new orders from resellers or distributors, but says you can expect to see “continued availability” from retailers over the coming months as they make the transition. towards using their own site as a single platform.

Keep an eye on ChaseBliss.com for more information.

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