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The question is, how many sales might you be losing to c&c (bespoke, SE and electric) at the local Halfords/Evans/cycle republic/crap lbs? The website channels people into c&c locally now rather than directing them to a decent dealer (sometimes miles away from them) to discuss their needs and get the right bike.
Demand (for electric) seems to have slowed right down now as well (not sure if a different story in London) I think any shop committing to 10 units a year is taking a risk.
Especially with Brompton pushing click and collect so aggressively, 2 day delivery on C&C bikes vs months on dealer orders.