We're reaching out today to provide an important and transparent update regarding our product pricing. Like many businesses relying on international supply chains, we closely monitor market conditions and trade regulations. This past month, April 2025, brought significant and abrupt shifts in the import cost environment related to U.S. trade policies, leading to unexpected challenges.
During April 2025, we observed noticeable volatility and changes related to U.S. import regulations that directly impacted the costs associated with bringing our high-quality electric bikes to you. These weren't minor fluctuations; they represented a marked change in the operating landscape, creating sudden and substantial cost pressures for newly arriving inventory. While the specifics of trade policy can be complex, the result for us was a clear and immediate increase in the landed cost for essential components and finished goods within this timeframe.
Thanks to your continued support, recent demand required us to replenish our stock. Unfortunately, our latest shipment, processed amidst the conditions that emerged in April 2025, faced these sharply higher costs. This affects many popular models, particularly those restocked this past month. It's crucial for us to be upfront: this cost increase is a direct consequence of the changed environment we encountered in April.
Faced with these sudden cost surges originating from the April 2025 market shifts, we had a difficult decision. Passing the entire burden onto you goes against our commitment to providing accessible quality. However, absorbing the full impact is not sustainable for the long-term health of our brand and our ability to innovate and serve you.
Therefore, our approach remains focused on balance:
1. Holding Steady Where Possible: We have worked diligently to maintain current pricing on inventory received before these April changes took full effect. The majority of our product prices remain stable.
2. Modest Adjustments on Affected Models: For the specific products directly impacted by the cost increases experienced due to the April 2025 shifts (especially restocked items), we will implement a necessary and modest price adjustment.
3. Commitment to Reasonableness: We assure you these adjustments are calculated solely to reflect the actual, recent cost increase and are kept to the absolute minimum required. Our goal remains fair, reasonable pricing.
