Have you sold any $1,000 kids’ bikes lately? You would be excused for being sceptical that there would be much of a market for kids’ bikes at this price point.
As often seems to be the case, it has taken someone new to the industry, with no pre-conceived prejudices to discover that there is actually a strong market, albeit niche, of parents happy to drop a grand on the counter for little Johnny’s new bike.
Jared Jacob and his wife Andrea have come into the bike industry through a chance combination of circumstances.
Jared previously worked in the corporate world when they were looking to buy a BMW branded balance bike for their young son.
They discovered it wasn’t available in Australia and told to contact the German manufacturer direct.
Andrea previously lived in Germany and speaks fluent German. They got their balance bike and also the Australian agency for Scool, a German company that not only makes licenced product for various automotive companies, but their own extensive range of high quality, high priced juvenile bicycles.
Fast forward over a year and New Scool Pty Ltd has bicycle dealers in each state and a range of six balance bikes, two fat bikes, three mountain bikes, five road bikes, five city bikes and a scooter.
They sell all of them online but are quick to add that all are sold at full retail price plus freight.
Meanwhile dealers get good markups, even on the highest priced models. The bikes are made in China, Thailand or Taiwan, depending upon the model.
S’cool is a relatively new German brand, started 10 years ago, but with a change of direction and new ownership only three years ago that has seen it focus more heavily on the high end juvenile niche.
Jared said their philosophy is “Buy it once, buy it properly.” He realises that the bikes will outlast its life with the first customer and hope that a resale market develops so that at least some kids with perhaps slightly less well-heeled parents also get to ride these bikes.
Jared said that they are Scool’s first international distributor in an English speaking country. For more information visit www.scoolbikes.com.au