China's XDS comes 'direct from China' with — surprise — a focus on IBD sales

SANTA MONICA, Calif. (BRAIN) — X-Lab is generating considerable attention in the consumer cycling media for its bargain-priced road and gravel models, with the narrative often focusing on the brand's direct-from-the-Chinese-factory cost savings. Less noted is that X-Lab is not quite a direct operation: It's decided to focus on sales through independent bike shops instead of the consumer-direct focus of most new market entrants in recent years.