In a Q/A with the Seattle PI Business Section, REI’s CEO says, “Bikes are going bonkers for us. About half our bikes are our own brand, Novara, which is a great value.” Not only are Novara’s great value, but a great cycling brand. While Novara has been around for years, they’re certainly not just a house brand. I first noticed their cycling enthusiasm when I saw a Novara Merlino Wool Jersey and thought, “whoever brought that to market loves and knows bikes.” And they do, check the photos in their catalog (PDF 5.8M) to see how much.
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