For the everyday cyclist.

We supply stuff for the everyday cyclist.  We don’t mean “everyday” like something “commonplace,” “unremarkable,” or “ordinary”.
We mean the person that gets out and rides everyday or almost everyday: Using their bike for commuting, for work, for errands, for fitness, for sport, for touring, for adventures, or just for the joy of riding.
They need stuff that is versatile, tough, long-lasting, reasonably priced and makes their lifestyle a little better.