After a tumultuous period, Kona's founders repurchased the brand from Kent Outdoors, aiming to address issues like DTC execution and layoffs. Jake Heilbron highlights the challenges faced during the pandemic bike boom and bust.
Kona's DTC model was poorly executed, with safety concerns and issues with assembly and performance. The brand aims to improve the customer experience and address supply chain challenges.
The experience with Kent Outdoors and the subsequent challenges faced by Kona reflect broader issues in the outdoor industry during the pandemic. Heilbron emphasizes the need to focus on the brand's revival.
The decision to repurchase Kona reflects a strategic shift towards addressing past missteps and rebuilding the brand's reputation. Heilbron's candid discussion sheds light on the brand's journey and future direction.
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