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Charlotte, N.C. -- Cruiserworks LLC has sold its men's and women's biker boots to motorcycle enthusiasts strictly via the Web since its launch in 1998. Now, as it rolls into the bricks-and-mortar market, the company is targeting cruiser and touring motorcycle dealerships that service an upscale clientele to carry its boots and new in-store displays."The goal is not to sell boots to dealers, the goal is to have the dealers sell our boots," explains Allen Veach, founder and owner of Cruiserworks. To make that happen, field sales representatives are identifying dealers whose customer base mirrors that of Cruiserworks' clientele: Baby Boomers between the ages of 45 and 55, with annual incomes in excess of $70,000."The buyers of our boots are the aging, affluent Boomers who enjoy touring and cruising bikes," says Veach. That demographic is the same one driving the double-digit growth of the $16 billion motorcycle and bike accessory market in recent years, he adds. "We're selecting dealerships whose customer bases reflect our buyers, and who are sophisticated in their approach to accessories and apparel sales."Among the criteria Cruiserworks applies are how much floor space is devoted to apparel and accessory displays and the retailer's commitment to growing sales and profitability of the category. Veach estimates that the displays will be placed in 400 to 500 dealerships nationwide.The displays are designed to accent the boot line's premium position. A freestanding metal display merchandises the six boot styles on platforms with fabricated diamond-plate facings that resemble chrome. An oval-shaped black header presents the Cruiserworks logo and highlights the boots' primary point of differentiation with the "Guaranteed Waterproof" tagline. A line of Cruiserworks DuPont CoolMax socks are displayed in the center of the unit.A slatwall display system offers a similar look with six boots on platforms, socks hanging from logo plaques, and an accessories shelf. Visual Marketing Inc., Chicago, designed and produced the displays. They are primarily made of steel coated with a fingerproof-resistant shield. Cruiserworks' field staff works with dealers to determine the appropriate product mix for their clientele, and will review product movement regularly to make adjustments. They also work with dealers to maximize accessory and apparel profit per square foot.Cruiserworks competes with the Harley-Davidson line of footwear, which is primarily distributed through Harley-Davidson dealerships, making BMW, Yamaha, Suzuki, Triumph and other dealerships fair game, according to Veach."Our real competition, however, is sneakers," he says. "Baby Boomers are interested in comfort, and their perception is that sneakers are more comfortable than biker boots. We're working to educate them that our product is not only as comfortable as sneakers, but more so because it's waterproof. Our boots are also safer because of the construction. Not only that -- they look good."A laminated card highlighting the product features will soon be added to the display units, and brochures with more product details are being developed for distribution through the dealerships as well.Veach and wife Beth, both motorcycle enthusiasts, founded Cruiserworks. The couple was frustrated with the lack of appropriate and stylish footwear. "We're not your stereotypical bikers," Veach quips. They sourced a manufacturer in Canada and worked with them to develop boots that are waterproof, feature armored toe and heel construction, and have special gripper soles. The four men's and two women's styles of black leather boots have a retro look and names like Lady Rider and Men's Commando. The boots retail for $189 to $249.

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