Just launched publicly is Brilliant Bicycle, a new company that caters to casual riders that value design.
The company is sharply-focused on simplicity in every aspect of its business, believing that the average rider using their bike for a commute or pleasure has unique needs. It touts three major benefits for consumers:
Design – With an ethos of “less is more,” the simple, elegant designs contain fewer moving parts than most bikes and let consumers focus on options like color, size and speed instead of technical details.
Distribution – The company has cut out distributors, middlemen and retail spaces to pass on cost savings.
Service – Brilliant Bicycle offers in-home assembly, maintenance visits and anti-theft insurance.