The Brilliant Bicycle Co is a newly launched venture with a goal to making beautifully design bikes available while building a business that was simplistic in every way. In order to be able to pass on cost savings, Brilliant Bicycle has eliminated distributors, middlemen and investing in retail space.
The idea for Brilliant Bicycle was conceived around co-founder Adam Kalamchi’s frustration in finding a well-designed affordable bicycle.
Kalamachi also found most bike store employees too knowledgeable to be helpful to the casual riding customer, which led to the launch of the brand's concierge service. The Brilliant Concierge is described as "knowledgeable, personable and down-to-earth, a clear attempt to present itself as an opposition to everything wrong with the process of bicycle shopping.