FORT WORTH, Texas (BRAIN) — Arundel Bicycle Co. has announced a new MAP policy that prohibits Arundel retailers from selling through third-party websites. The accessory brand is working with Oris International web tracking software to enforce the policy; it has launched a new B2B platform where the MAP policy can be viewed by retailers.
Arundel's founding partner David Bradfield said, "It's a good thing Arundel is in demand. But it becomes a bad thing when our brand is damaged through aggressive discounting which results in the proverbial 'Race to the Bottom.' This is a race that retailers and manufacturers can't win. It's up to us to set the boundaries so that all retailers can have a quality product with a healthy profit margin in their stores. This is a model that can sustain itself in the long run."
The new B2B platform is at arundelbike.com/orders; it's designed to assist retailers in ordering, complementing the existing consumer site www.arundelbike.com. To sign up, retailers can contact Arundel directly at info@arundelbike.com or call 817-924-8200.
