A new player is comming - Fraktal Bikes
It’s not every day that new players with real ambitions arrive on the bike scene. Artisan and mass market brands are worlds apart. The gap between them presents a wide range of significant challenges when it comes to both building a business model and positioning a brand and its products. The new mountain bike manufacturer Fraktal does a great job of overcoming these challenges, using a rather interesting approach.
Brands with a strong identity often have a story focused on people above all. Their adventure starts with a vision of the product based on its end use, and at times it borders on activism.
Fraktal Bikes is no exception.