Many retailers stock accessories from a bicycle supplier to increase their credit line, receive program discounts and keep the supplier from offering the line to nearby stores. Bell successfully leverages its Blackburn, VistaLite and Rhode Gear brands. And bringing Mongoose bicycles into the mix could increase Bell's penetration among retailers. Conceivably, Bell's sales force could offer better pricing on its accessories to retailers who also sell Mongoose bikes. But some in the industry question whether any accessory brand is strong enough to leverage a bicycle line onto showroom floors.
Most retailers put more importance on their bicycle lines than their accessories.
Others point out that integrating sales forces inevitably results in firings, and that can get ugly. You're severing your relationships with the dealers and showing them you care more about cutting costs than about giving good service. Even if Bell waits to combine sales forces, its marketing savvy should benefit the Mongoose brand. An executive at one of Bell's competitors said Mongoose will benefit most from the merger. It's the second tier companies like Schwinn, Diamond Back and Univega that have the most to fear from this, I think.