Thommy May, LBU Switzerland GmbH Management Consulting
"The SNB's announcement has caught all market participants off guard. Many experts agree on the unfavorable effects, especially with regard to the export economy and tourism. The same applies to what the effects could mean for the Swiss economy.

The bicycle industry was also hit by this SNB measure at an unfavorable time. Even though there is still a little time until the start of the season, many retailers have recently received pre-order deliveries.The already tight margin situation of the bicycle retail trade is being further strained. One advantage that bike stores have over the pure retail trade is the added value generated by the repair workshops. Anyone focusing on this area is probably not wrong.It is important to observe the volatility of the € exchange rate over the next few days before making any decisions. Based on the experience and knowledge gained in 2011, many market participants know what to expect. As we have many fair supplier partners in the Swiss bicycle industry, I assume that prices will be adjusted accordingly in the near future. Of course, this also depends on the corresponding inventory, which was still purchased at the much higher €/$ exchange rate.Calculating the new prices will not be easy, as many economists and financial specialists currently disagree on where the € exchange rate will settle. The market participants will find a target-oriented solution to ensure that consumers continue to shop in Switzerland and make use of the comprehensive and good service provided by Swiss bicycle specialists. I very much hope that consumers will show the necessary understanding that prices cannot be adjusted overnight to the rapidly eroding € exchange rate."

Stefan Bührer, Amsler & Co AG, supplier of Sram, Felt, Magura etc.
"I think the current situation is strongly encouraging buying in the eurozone. There are certainly problems ahead for us, but we'll have to wait a few days to see how the exchange rates settle.
Amsler buys a lot in dollars, which have also fallen by over 10 percent against the franc - fortunately. In any case, it remains very exciting and we are facing very big challenges."

Reto Meyer, TDS Rad AG, supplier of Tour de Suisse bikes, SQ Lab, Chariot etc.
"The fact is that large parts of the currency are pegged, i.e. they are pegged at previous exchange rates. An immediate price reduction would result in high exchange rate losses and expenses. Conversely, the pressure on the consumer will increase. This again means a lot of work that we didn't look for."

Silas Obrist, TST Trading GmbH, supplier of Yeti, Intense, Troy Lee Designs etc.
"This news has hit us very hard. On the one hand, it has taken pressure off our pricing, because our currency requirement is nine to one dollars to euros. The USD has appreciated dramatically for us in recent weeks, so we have been discussing price increases internally. This topic is now off the table, as we have reached the Eurobike level of the USD again. Our colleagues in the eurozone who buy in USD will have to increase their prices or have already done so in some cases in recent weeks.

On the other hand, we know from the situation in July-September 2011 what we will now face from the consumer and media side. The issue of prices and shopping tourism is gaining further momentum. This adds fuel to the fire for the already hard-hit retail trade in Switzerland."Clemens Späni, Bikeshop Velodrom Bodensee
"The good thing first: at times like this, it always quickly becomes clear which suppliers are real business partners and who are really "loyal" customers. The timing also falls in the middle of the January slump. It is to be hoped that the situation will calm down and put things into perspective by the start of the season.Now, retailers must put massive pressure on all suppliers who deliver from abroad and continue to bill at the old Swiss franc exchange rate or who can now buy at lower prices but do not want to pass on these prices.

I advise creating clear conditions immediately and making a decision. In contrast, however, retailers must now also be aware that they are not simply defending their prices to the customer, but rather making "reasonable" concessions when it comes to pricing.

Far-sighted suppliers are interested in long-term cooperation. Making a mixed invoice with the goods in stock and the goods still outstanding or including additional services are just two possibilities.

Of course, it is a bitter pill to swallow on current stock before the season has even started. Prices will be reset again in the fall. But there will always be a risk when trading in capital goods."