After 23 years, REI pulled the plug on the Novara bike brand and relauched a private bike label under its Co-op name.
This is part of the nation’s largest outdoor co-op rethinking its strategy for its bike brand, planning to sell through remaining Novara inventory before transitioning to Co-op next spring.
REI unveiled the sparkling Co-op Cycles, a new brand of bikes built from the ground up with input from the co-op’s most passionate member cyclists.
“We are committed to making bikes and gear for those who love the fun and freedom that comes with exploring the world on two wheels. We started this complete overhaul of our bike brand by engaging with our most passionate co-op designers and members who ride together to guide development of the Co-op Cycles line. Through our cooperative design process, they’ve guided this entire project,” said Paul Calandrella, REI director of cycle strategy.
Co-op Cycles replaces the Novara line, and is the foundation of the co-op’s “trail-first” approach. Co-op Cycles DRT (mountain) and ARD (all-road) bikes are completely new, purpose-built for off-road riding. The ADV (adventure), CTY (pavement) and REV (youth) lines inherit DNA from Novara’s most successful models such as the Randonee, Safari, Mazama and Buzz, while updated designs are underway for future seasons.
“When you combine REI’s cycling expertise with its camping and broad outdoor equipment line-up, the co-op is able to offer members a single destination for any adventure riding needs, including bikes, apparel, nutrition and adventure-ready camping gear,” Calandrella adds. “This approach is unique to REI, and we’re proud to launch a co-op brand that we believe will stoke the adventure spirit of our members who ride.”
The Co-op Cycles line includes adventure, mountain, city and youth bicycles, plus a core apparel line. Co-op Cycles also joined Salsa, Cannondale, Ghost and Diamondback to offer riders regionally focused assortments tailored to their local terrain.
“We’re taking a holistic approach to bike at REI,” said Ben Johns, general merchandising manager, REI’s cycling business. “We’re listening to our members and systematically addressing the ‘brutal truths’ for our cycling business. We’re working across the co-op to invest in bike staff expertise and deepen our community impact through both educational and experiential riding events, as well as partnerships with local non-profits.”
Last year, REI’s Barnett-certified technicians serviced 180,000 bikes and REI Outdoor School instructors educated nearly 37,000 people through a range of beginner to advanced cycling classes. Of all of Outdoor School’s offerings, bike maintenance continues to be the co-op’s most popular class.
To help riders get out more, REI offers a hub for the mountain bike community in MTB Project. With photos and descriptions for more than 80,000 miles of trail, the crowd-sourced website and app is the most complete guide to mountain bike terrain in the country.
