Backcountry.com has closed its online road bike store Bonktown and folded its inventory into Chainlove, its one-deal-at-a-time (ODAT) closeout site formerly aimed at mountain bikers.
Chainlove, which has been redesigned, is now a one-stop shop for both road and mountain bikers looking for closeout deals.
The consolidation was a strategic decision, spearheaded by Brendan Quirk, the general manager of the bike division at Backcountry.com, which now operates four online specialty bike shops: Competitive Cyclist, RealCyclist.com, HuckNroll.com, and Chainlove.
“We've come to recognize the extent of the crossover between road riding and mountain biking,” said Quirk. “Most cyclists do both, and a good bit of the componentry and clothing we sell is equally valid for both.”
“Our customers were regularly checking both sites for deals. Giving them everything on Chainlove simplifies the shopping experience, and, because the product selection will be more diverse, it moves the entertainment factor up a notch.”
Chainlove offers 30-80% off on bikes, components, gear and apparel in the ODAT format. When one sells out, another takes its place. The featured gear mix will cover all cycling categories: road, mountain, cyclocross, and triathlon.
“We’ve retired the grungy, bloody Chainlove logo of yore – not that road cycling is never grungy or bloody,” said Quirk. “Our goal in the consolidation to Chainlove is to create a place where everyone who loves bikes feels at home and wants to hang out, because they know that’s where they’re going to score the best deals. We’re hoping the new look and the more diverse selection, together, do just that.”