Retail Merchandiser - November/December 2012 - (Page 30)

Licensing PACIFIC CYCLE INC. Riding Along to Growth Pacific Cycle is adept at both inbound and outbound licensing of its bicycle and other brands and is supported by strong manufacturing, product design, supply chain management and distribution operations. he Schwinn and Mongoose brand-names typically evoke thoughts of bicycles – a natural reaction, considering they are two of the most recognizable names in the two-wheel realm. The company behind both brands hopes to take these names beyond their traditional realm on the road and into the home. “The biggest thing we are looking at is how to expand our brands’ footprint and take them into new categories where they make sense,” says Danna Dueck, licensing manager for Pacific Cycle Inc. “We want people to have a positive association with our brands long-term and bring them into other areas of their life year-round.” The Madison, Wis.-based company markets the Schwinn and Mongoose brands, as well as the Iron Horse, Dyno, Roadmaster, Powerlite and Pacific bi- T Danna Dueck Madison, Wis. cycle brands. It also manages other product brands, including InSTEP jogging strollers and bicycle trailers and Kid Trax, a line of children’s 6- and 12-volt electric ride-on vehicles. The company is the top seller of bicycles in North America and one of the biggest sellers in the world. Its major U.S. distribution channels include massmarket retailers such as Walmart, Kmart, Toys R Us and specialty stores such as Dick’s Sporting Goods. “Pacific Cycle has achieved its success by combining its powerful brand portfolio with cost-efficient manufacturing, cutting-edge supply chain management, trailblazing product design and its multi-channel retail distribution program,” the company says. “Our brands address the full spectrum of demographics, price preferences, image and usage that are 30 November/December 2012

Table of Contents for the Digital Edition of Retail Merchandiser - November/December 2012

Retail Merchandiser - November/December 2012
Sports Licensing Show
Wine & Food Festival
Brand Licensing Europe
Category Insight
Cover Story
Affinity Consultants
United States Olympic Committee
Pacific Cycle Inc.
Foot Locker Inc.
Nationwide Vision
Belle Foods
Campioni Enterprises
Gilligan Oil
Hickman’s Iga
Liquor Stores N.A.
Ken’s Superfair Foods and Food Fair
Navy Exchange Service Command
New & Notable

Retail Merchandiser - November/December 2012