Introducing Nitrous

Posted in General News, Product Development by Leigh Ramsdell

Eastern proudly introduces Nitrous

Eastern Bikes is proud to present Nitrous, a new, wallet-friendly line of parts and accessories.
Nitrous packs a ton of product, from frames, forks, and bars, to affordable wheelsets, seatposts, and more.
Contact an authorized Eastern retailer for more info.

Here is an interview that we did for BMXonline explaining what Nitrous is all about...

Nitrous Main

To clarify, please explain exactly what an in-house brand is and what the relationship between Eastern and Nitrous is.

Both Nitrous and Eastern Bikes are “in-house brands” of EBIUS Trading & Distributing which is our new distribution company. Think of Nitrous as Eastern’s little brother.

What was the driving force or idea behind starting Nitrous?

BMX is an expensive sport, and there’s plenty of kids out there that can’t afford the latest this and the greatest that. Everyone at Eastern was a kid like that at some point in time and felt that there is a need for more affordable products that look cool and are functional. These days especially, every penny counts and there’s plenty of Moms out there trying to keep their kids “cool” but a $400 frame is completely out of the question; that’s this month’s rent! That same mom can get her kid a Nitrous Piston frame for $160; full 4130 chromoly, with a mid BB, integrated head tube, removable brake mounts and all.

Who is your ideal customer for Nitrous? Who do you envision buying the product?

That depends on the product. For instance, the Piston frame that I mentioned above, it’s a great frame for the price, but is geared toward a rider that’s graduating from an entry-level complete bike or just upgrading the frame on his complete. The Double-Shot rear wheels on the other hand are sealed bearing, double-wall, and inexpensive but they can also hold up. Kelly Bolton just picked some up to try out last week. We envision riders getting started on a Piston frame and growing into an Eastern Journey or Grim Reaper as they advance.

The teaser on the Eastern site said Nitrous was a "wallet-friendly" brand. Can you elaborate on that a bit?

A lot of the entry-level products from the Eastern line have moved to the Nitrous side of things. This basically means that Nitrous is an inexpensive but well-made product line.

How long have the products been in the works?

Nitrous products have been part of the Eastern line-up as forks and bars for a couple of years now. We’ve had this concept of expanding the line for some time and it just worked out to do it for 2010.

Now that Nitrous has surfaced, will anything change with Eastern? (Riders, products, company image, etc.?)

Just the entry-level products moving from Eastern branding to Nitrous, this should help riders see Eastern for what it is; a quality-driven, innovative and progressive company.

Do you have any plans for a Nitrous team or any kind of promotions?

Definitely not a team; one way that Nitrous is able to be so affordable is that we don’t spend money on an expensive team or image for the line. That’s something that is a bit of carry-over from Eastern; we have a great team riding for Eastern, and we like to promote them, but we’d never intend to sell a rider a product just because our team is wearing the right clothes or has their seat at the right angle. We firmly believe that you can’t coast on an image forever, your sales channel has to be strong and your products have to continually be desirable.

How do the parts compare to similar products on the out there?

More bang for the buck!

Anything else you want to add?

Contact an authorized Eastern dealer or go to easternbikes.com for all the details