Press Release: REI is Exclusive Retailer for Ghost Cycles in USA

Sep 23, 2014 at 13:28
by Richard Cunningham  

Ghost Kato 2015

Ghost Kato



REI, a national outdoor gear and apparel retailer, and Ghost, German manufacturer of high-performance mountain bikes, are partnering to bring Ghost brand bicycles to the United States. Ghost’s 2015 line will be available exclusively through REI and REI.com starting in January 2015.

“Partnering with Ghost brand bicycles allows us to offer a premium, high-performance, award winning bicycle brand with full distribution across the United States,” said Mike Cannon, REI merchandising manager for cycle. “We are impressed with the level of detail, smart design and engineering Ghost brand bicycles bring to the industry. The line will also help round-out our bike assortment so REI can better support all levels of cycling.”

Based in Germany, Ghost is a leader in high-end bicycle manufacturing and innovation with more than 20 years of the highest attention to detail and quality engineering. The world-class, award-winning line is distributed in more than 40 countries in Europe as well as Canada and now the United States.

REI has introduced innovative, quality outdoor brands and categories to outdoor enthusiasts for over 75 years. The company carries a fleet of road, urban, touring and mountain bicycles, including its Private Brand bicycle line, Novara, and a variety of other bicycle brands at its stores across the country and on REI.com. In the exclusive agreement, REI will sell high-end models through its retail stores, including the Kato Full Suspension 7 E:I featuring Electronic Intelligence suspension and award-winning Riot LC featuring Ghost’s Riot Link suspension design. Starting in February, consumers will also have access to a variety of other models in the GHOST line directly via REI.com that can be shipped anywhere in the United States.

“REI is the perfect retail partner to introduce a new premium European brand like Ghost stateside,” said Chris Speyer, CEO of Accell North America/Ghost. “As a specialty retailer that employs a dedicated bike staff including highly trained mechanics, REI has the ability to accurately convey the quality and technology of the brand and match consumers with a bike that best fits their ability and riding style.”

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66 Comments
  • 23 4
 I like REI... but...I would prefer to see this bike made available through local shops but I understand the mighty dollar rules all. You lose a sense of that biking community feel when you go to a big box place...imho.
  • 6 0
 I just really hope it doesn't turn into a bike that looks like a bike box brand. They're already close to looking like a chinese ripoff frame. I hope they'll make more money and keep improving
  • 11 4
 Totally agree with you. As much as I love REI for their outdoor gear, I would never buy a bike from them.
  • 16 25
flag meathooker (Sep 23, 2014 at 15:44) (Below Threshold)
 i HATE REI. they support closing down the outdoors to dirt bikes and snowmobiles. used to buy a lot of stuff there and now i avoid it at all costs. only thing i go there for now is rope and nylon webbing if i cant make it to the local supply house before they close just to be clear - REI SUCKS!!!!!!!
  • 6 7
 I love REI, but lets face it, the business model is basically simple. Stock and Carry only brands and items that appeal to the largest majority of people with the broadest spectrum of applications. IE your not going to see DH bikes or high end products exclusive to a single sport. Oh yea, and then if any particular items sell really well rip off the design, stamp the REI brand on it and refuse the carry the original item any longer. That is the really crappy thing about them, but being able to pickup outdoor stuff at a local store is nice so I won't complain too much.
  • 6 11
flag scott-townes (Sep 23, 2014 at 17:30) (Below Threshold)
 REI is the Walmart of the outdoor world... I don't mind it because they have a VERY generous return policy/ free rental program Wink Picking up a few things here and there adds up at the end of the year when you get your dividend and I did pick up a really sick and cheap tent there a few years back that's still going strong. Overall, they're great but I would never do any bike shopping there. That just seems... odd. Sucks to hear that junk about their business practices also.
  • 14 6
 Pretty uneducated comment. REI has been a major player in the outdoor industry long before you were born and frankly before the "outdoor industry" even existed or was considered cool. They were supplying gear for expeditions and exploratory climbing trips long before all the cool boutique stores came about. One of the top 100 companies to work for since 1998. Comparing REI to Walmart=foolish.
  • 5 8
 ^ What does their history or past marketing strategies (giving equipment to expeditions = word-of-mouth advertising, that's all that is) have to do with their more current and sometimes iffy actions? No one said anything about employee violations but selling cheap gear that sometimes was also dangerous (look up lawsuits about their shitty bikes they used to make that caused serious injuries), and the comments above are not the first time I've heard about them doing stuff like that. Overall my comment is positive of REI but like WalMart, they sell other brands' gear cheap which results in local shops going out of business and I wouldn't trust certain equipment from them because of an associated level of quality. Don't take the comment as literal, bud. Your precious REI is still supported to some degree. Wink
  • 7 1
 No problem BudSmile I have no personal agenda for REI. I just thought it was interesting that you made that jump to compare them to Walmart, one of the worst employers with some of the worst business practices in America. Not sure what you mean by dont take the comment as literal? You said they are the walmart of the outdoor world? Not much room for interpretation.

I have no direct knowledge (nor do you) about said lawsuits regarding their shitty bikes. That is neither here nor there. We are talking about them taking on a proper, established bike brand. Try to stay on topic. I know its hard for your generation ...as is the idea of "local". REI started as a local business with one store in one town. Not all businesses can survive on the mom and pop ideology that you hold so dear.

And as for the expeditions and gear, the word supply does not mean give. Who said anything about marketing strategies? Gear was purchased willingly by many expeditions from REI at that time because they stood for quality and innovation in outdoor gear.
  • 8 3
 REI is a vaunted employer in my town of Bellingham. Working for them is a fantastic job for college students and career professionals alike, where you get pro-deals and are encouraged to get involved with a company that cares about the communities it operates in.
Walmart? Please. Quit with the vitriol you don't know what your talking about. Your perspective on REI is chalk full of baseless bias.
  • 2 1
 I wouldn't buy a bike there but where else should I go for my camping gear??
  • 1 1
 I like walking around in them and looking at all the random stuff and weird people. "People of Rei"
Love all the mini tents...
  • 5 0
 As an REI employee , I can 100% say that if you think we are Wal-Mart then you have not read our mission statement or even looked at our front door. It says Free Wifi and Insipration. you come in with an idea and we will make you comfortable enough to pursue it. We are not only there to sell gear to people but to offer advice or just maybe another look at things from a different view. you can treat us like a wal-mart and come in and grab what you need and choose to look down upon everything or you can treat it like your LBS. I'd love to have a conversation about your latest Galbreith shred or Whistler trip. We also put a lot of resources into things like restoration projects, classes to teach beginner and intermediate riders to tune and maintain there own bikes, and sponsor events put on by local bike associations like Whatcom Mountain Bike Coalition in bellingham. the Keystone bridge at Galbreith was something done with the aid of REI grant money. Plus were a Co-Op so were pretty much as locally based as it can get. Especially in the PNW where i think its safe to say is the most outdoor, mountain biking included, oriented part of the continent. And about the re-labeling things. Just because our rain jackets use e-Vent instead of Gore-Tex like The North Face and Arc'Teryx doesn't mean we copy them and re sell the same thing. Every article is meant for a different purpose. eVent is slightly more breathable and affordable then Gore-Tex and GORE is picky at who gets to brandish their logo, Mountain Hardwear uses DRY-Q Elite, i bet ya never seen that one at Wal-Mart. brands fit differently and can perform differently depending on how much a customer will use it and what purpose they will use it. Let us not forget that 99% of people on Pinkbike CANNOT ride like Aaron Gwin, 50% may need to quality of the parts he uses but not everyone needs full carbon frames, wheels, and cockpits to ride once a weekend?

Moral of the rant, REI>Wal-Mart
  • 1 1
 gombo, I buy my camping gear there and you have good stuff but their shop techs are a joke I would never let them work on my bike or mount up a pair of skis. maybe different locatios are better. I'm sure the techs in Bellingham, WA. are way better than the ones in the Bay Area, CA. It doesn't mean I don't like shopping there and I would never compare it to Walmart, that's just a silly comparison.
  • 15 1
 REI carries GT bikes too, even the new ones............ no reason to get bent outta shape.........
  • 7 0
 It'll be nice to see REI get something in there besides Scott and Novara. Ghost breaks in to the US, REI has more to offer it's customers....No harm, no foul.
  • 5 1
 REI will carry ghost...but it will be all their shit bikes...or who knows, since they are the only distro in the country, they might have some of the nicer stuff. REI as of late is trying to compete with the local shops after all...
  • 3 0
 Possible, or maybe they'll offer the badass stuff "online only" Diamondback's scapegoat is a perfect example....
  • 4 0
 I'm personally not interested in Ghost bikes, but this means more choice and competition and that is good for the consumer. This seems like a very similar deal to BMC bikes, another small euro brand, being distributed through Performance Bicycle shops. This would have been better news if REI had partnered with YT or Canyon - those are some brands I'd like to see with widespread US distribution...
  • 4 0
 REI,great store for hiking,camping,and cool clothes that you see in magazines. They do support outdoor activities, and encourage their employees to volunteer. Ghost Bikes, well it will get some people who are starting to ride to get a better bike, than one from Wally World. But I believe in supporting the LBS, REI doesn't do group rides, or take time to teach certain techniques, but I wish them the best, if it helps our sport grow.
  • 4 0
 REI carries Cannondale, Scott, GT, Marin and Diamondback, but not in all their stores because they adhere to the agreement of the bike companies trying to protect local bike shops in the same area that carry that certain brand. They don't normally offer the gravity lineup of these brands on their sales floor because that is not their target market. But you can usually special order a specific model through them if you want. Now that they are exclusive in carrying Ghost, they can have a brand that can be made available in ALL their stores because there would be no conflict.
  • 3 0
 What's that big REI-like canadian outdoor store that carries them? I think Ghost is just looking for carriers of high volume, mid tier bikes over here. I doubt you'll see any high end models on the floor, but could probably special order one.
  • 2 1
 Canadian Tire?
  • 5 0
 MEC
  • 2 0
 MEC, They carry Ghost as well. They have full carbon duallies built with full XT and saw a $6000 ghost road bike last time I was there.
  • 3 0
 Facts: Ghost and REI will be good for both. Ghost will prove who they are as a company on their own. REI doesn't own them. It's hard to break in to the U.S. market, so best of luck to them. REI has always been good to me, but their focus is broad with bikes so if you want something more focused, you may have to order it...but they can get it.
  • 1 0
 Think about it from Ghost's perspective... What better way to saturate the US market than with a big chain like REI? They're going to get their name out there to the bigger market (not the professionals but the average joe weekend warriors who shop for mid-level gear at REI).
Say what you will about REI selling mediocre items in terms of specs and stats, but if you want your shop to stay open and make money, they have to cater to a broader audience. If REI didn't sell high margin and popular/fad items, it wouldn't be able to afford to sell Cannondale.
Also, REI can special order from just about any of their vendors. If you want the lightest, fastest Cannondale, and your local REI has the rights to sell C'dale, they can special order ANY bike that C'dale has in stock. It will be the same with Ghost.
  • 2 0
 My LBS price matches online stores. That put them above all the rest. I'm grateful for that, in this modern age of online commerce, you always have to stay competitive or you might as well lock it up at call it quits.
  • 1 0
 There are 7 LBS' all within 2 miles of my house plus other gear shops that have what i need. REI's roots and grant-giving is all well and good but i'm not aware of anything our REI has done locally for the mtb community (although this comment board makes me want to find out). Its location is as one wouls expect- closer to the nice new subdivisions on the mile-strip in between all the other big box stores that I also try to avoid. That said, any way to get more people on bikes is a good thing.
  • 4 0
 I would not buy that bike from a local shop either
  • 3 3
 Don't expect to see any gravity oriented Ghost bikes. REI just won't carry them. I remember asking a sales rep from at the REI flagship store in Denver if they'd be getting a Cannondale Jekyll on their floor and he flat out told me that the won't because there isn't a market for gravity bikes. Real prick about it too. So ya, you'll see Ghost bike in REI but nothing any squishier than that Kato FS. Probably mostly hardtail 9rs as that seems to be REI's market.
  • 10 19
flag mlr428 (Sep 23, 2014 at 14:44) (Below Threshold)
 Fuck REI
  • 2 0
 That was REI's market for a while, but if you'll read the article you'll notice that the Kato FS E:i is a 27.5 (the newest fad in wheel size) and that it's a fully... So I'm not sure why you're complaining that they're only going to get 29ers.
Also, with the fact that REI's going to the only US distributor of Ghost, that means you'll be able to special order any ghost bike at any REI, unlike now with C'dale, Scott, Marin, GT, D'back etc, where not all REI's are allowed to carry them because of the current rules about where bikes can be sold.
  • 1 1
 @cricketthearmonies if you bother reading my post see that i said "you'll see Ghost bike in REI but nothing any squishier than that Kato FS." So i was aware that they have/will sell full sus bikes thank you very much. I also said that it would be "Probably mostly hardtail 9rs." Mostly, not Just. My post was meant to express my understanding of what sorts of bikes people will expect to see when they go in to an REI. I didn't realize that i couldn't special order certain models from those other companies, i thought it was just that they would not stock them because of what they'd determined their target demographic to be. Good to hear that we'll be able to special order them from REI though. Although if we are ordering bikes why wouldn't we just do it from an online retailer like CRC? Does REI offer their lifetime guarantee on special orders also? Will they match online retailers? Please do tell as you seem very familiar with their inner workings.
  • 2 0
 More fallout from the expiration of the Specialized FSR patent (many Ghosts use FSR). Personally I like the idea of having more bike brands to choose from.
  • 2 0
 Ghost was a bike I was hoping Accell would be bringing to Bike Shops just as they've done with Lapierre. We sell Lapierre already and the following is starting to grow
  • 5 6
 People buy bikes from bike shops for the free service and the chance to form a relationship with the owner and workers there... Who would want to buy a bike from an REI or a Sport Chalet where the service is bad and the workers are not trained bike mechanics?
  • 16 0
 The folks working at my local REI are really nice! Sad thing they are also have more mountain bike suitable product than any bike-shop in the LA-South bay area.
Local Bikeshops are only for the high-end spandex road crowd.
You might find a 29er tire, probably already 3 years old rock hard and twice the price anyone would have dared to sell it for online when it was new but that's about it.

Trying to get a quick replacement for XT mountain chain because you snapped one?
A 26 inch tube? A tool? Bike shoes under 300 dollars or a Jersey under 120? Mtb cleats? Nutrition? Hydration other than 30$ shop branded bottles? REI is the place to go around here if you don't want or cant wait for online shipping... sad but true...
  • 2 1
 Yeah I worked at Sport Chalet and got tired of not being able to leave on vacation because all the work would be there waiting for me when I got back. Working at a LBS has changed that though. Neither of those stores will ever get anything more than 6" travel bikes because that's not what their market is looking for. Most of the consumers coming in those stores are new to the sport and have a hard time justifying a 2 grand bike. I sold SC Hecklers the same week I would build them but they were the R package. Rarely would we sell a carbon tallboy or bronson unless the consumer wanted to work a deal.
  • 3 7
flag Reignonme (Sep 23, 2014 at 16:22) (Below Threshold)
 @mich LBS are not for the high end spandex road crowd. Unfortunately the market is flooded with buyers like you (couldn't care less about service, quality, only go for price)-- the high end spandex crowd maybe appreciates the service/community and quality that a lbs can provide. Your statement is completely false and whoever propped you is obviously as ignorant as your statement. Your ignorance is proven by "can't wait for online shipping". Bike shops--hello Amazon--can get most products within 24 hours. People at REI are very nice. I love that store. Try walking into your LBS with your same attitude towards REI, you'll find that they'll bend over backwards for your business. Go in acting like an a*shole, they'll throw you out.
  • 7 1
 @jgmtbike I can't speak for Sports Chalet, but if you are concerned about "trained bike mechanics" REI's bike shops have at least one Certified Mechanic on staff trained through BBI, everyone else has training as well(but maybe not at BBI) and is under their supervision. The floor/sales staff are usually not, but that would also be the case at most LBS's.
  • 2 0
 Yeah, definitely not trained by BBI at sports chalet, only their qualified mechanics that travel around for every district but since management is so horrible there all the decent mechanics are now leaving for better lives elsewhere.
  • 1 0
 @Reignonme: You probably never tried LBS in Los Angeles.
Its not like somewhere in Utah or Colorado. I love the shops when i go there. When I am traveling I buy stuff that i don't even need all just because i am so stoked to be in a real bike shop... Ask the guys in Moab, i think they still remember my glowing CC...

And for the attitude and price thing, I recently bought a brand new BMC Team Machine at my LBS. See, i am not cheap. It was great experience, could demo it, they helped me set it up. All Perfect.
They have 2 great mechanics that get my Mountain bike wheels straight every once in a while. The guys are great, super nice and try to help wherever they can but they know less about mountain bike stuff than a fifth grader knows about sex.
Plus they don't have a single screw, a spoke or anything around that fits a 2013 bike still running on 26" wheels.

So you order at Amazon but I am ignorant? you have to explain that to me... Amazon is not online? Amazon is better than REI?
Anyway, I was talking about loading my bike in the car realizing i lost some air need some Stans for example....
I go to REI and ride half an our later and no they don't use Stans in road bikes.... Do you order at Amazon and go back home to play your Xbox till your shipment arrives?
  • 1 0
 @mich--you point is well taken. I actually went into a shop in Dana Point, CA that was awesome--then hit one up in San Clemente and they were a little pompous--probably cus everyone in that city is over 80. I get your point though. There isn't a single shop in SLC that doesn't have Stans. Yeah, if your shop doesn't have a basic item as that then... they probably are idiots. And--you should probably stock up on Stans. My amazon point doesn't work with your argument because you can't wait one day--you need immediate. I thought one day was acceptable but apparently it isn't. I don't own an xbox. I have two bikes.
  • 4 0
 False: One of the best mechanics in town (PDX) at one of the most visible shops spent years as a mechanic at REI, there were several others there with him. It's a great place for a mech to cut his teeth while earning competive pay and have benefits.
  • 1 0
 Reignonme
never said they are idiots! where did you read that?
I actually stated the are nice. They just don't cater to mountain bikers in LA but REI does.

And for Dana Point, that's not Los Angeles that's OC and OC is a whole different story. They actually have mountain bike specific shops down there but that's about one and a half hour drive from where I am in average LA traffic.
  • 5 2
 Nothing against REI, but the Ghost brand used to be a lot sexier to me.
  • 2 0
 Ghost is in the Accell group. REI distributes Ghost. Lapierre is also in the Accell group, soooooo ... Please !
  • 3 1
 REI has its purposes. MTB is not one of them. I love REI but never go there for bike stuff.
  • 1 0
 Rei has sold higher end bikes for a while. That's nothing new. I am disappointed by the exclusivity. Why not sell their and everywhere?
  • 2 0
 there
  • 2 0
 I'd love to roll a GHOST someday...
  • 1 4
 REI?! Strange move.
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