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  • As terrible as it was, that recent rebranding exercise must have taken a lot of time and cost a lot of cash. Wonder why they bothered going through with that unless they totally didn’t foresee this.

  • Wonder why they bothered going through with that unless they totally didn’t foresee this.

    I've seen it before where a large amount of capital is spent on a vanity project just before the demise of the company. If it were me I'd be investigating if there are any connections between any senior executives and the company that did the website redesign/overhaul.

  • Evans

    They had a big push into their FWE brand just before it all fell to pieces - FWE hats, tops, stems, seat posts, whatever

    I assume its a process of "here, this is the thing that will save us" followed by a rapid descent when it doesnt work and remaining cash has been spent

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