Sport And Biking Talk: REI retires Novara brand, launches Co-op Cycles

Thursday, September 22, 2016

REI retires Novara brand, launches Co-op Cycles

Interbike Mtbr

Novara is no more. In its place is Co-op Cycles, which sets itself apart with subdued graphics, low key branding, and affordable build kits.

REI is the one place I enjoy shopping. This story holds true for many cyclists. The store is filled with everything you need to get outside and is backed by an incredible one year no questions asked warranty.

At the launch, almost half of the Co-op Cycle models will be rebranded Novara models (mostly their best selling road and adventure line up), but will be quickly upgraded over the coming year.

As long as I can remember, they’ve always had a portion of the store dedicated to cycling. They carry a number of premium brands, as well as their own in-house line of bikes. In the past, these models were branded Novara. This name didn’t link back to REI in any way, which lead to confusion among REI Co-op members and other consumers.

The Co-op line will feature everything from kids bikes to carbon road bikes.

After performing numerous member surveys and collecting feedback from employees, REI has elected to sunset the old Novara line over the next few months. In its place, they’re introducing Co-op Cycles, which will include adventure, mountain, city, and youth models.

The DRT models are purpose built for off-road riding. Prices will start at around $ 599 and top out around $ 1,599. If you’re interested in bikes above those price points, REI also carries Cannondale, Ghost, Salsa, and Diamondback.

Co-op Cycles may not command premium prices, but they offer a smartly spec’d package.

The entire Co-op line will consist of 22 models. At Interbike, they had two hardtails and two road bikes on display. The entry level DRT 1.3 retails for just over a thousand dollars and ships with a Shimano 2×10 drivetrain and thru axle 120mm Suntour fork. Other highlights include internal routing, options for stealth dropper post routing, and a wide bar/short stem combo.

The DRT 2.1 model is a plus sized hardtail with boost spacing that’s compatible with 29” wheels. It features a Shimano SLX 1×11 drivetrain and 120mm X-Fusion fork for just $ 1,599.

Over the next few months, REI also plans on launching a new Co-op brand of clothing. They’re also working to support local nonprofits to help build cycling infrastructure and improve trails.

For more info, visit www.rei.com.

This article is part of Mtbr’s coverage of the 2016 Interbike trade show in Las Vegas. For more from Interbike CLICK HERE.

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