NEWBURY PARK, CA (BRAIN)—Giant Bicycle is ushering in a first of its kind as the Southern California manufacturer is set to open two new Giant branded stores.
Giant Cycling World will open with two locations by “the peak of the retail selling season.” One of the stores, located in Boston, will be owned and operated by Giant USA. The other location in Denver will be owned and operated by a yet to be named retail partner.
“These new store models will substantially help us become a better retail support company to our entire dealer network,” said Elysa Walk, general manager of Giant Bicycle. “We’ll learn how to best provide for our retailers by walking those same miles.”
These stores will be different than Giant Retail Partnership (GRP) stores in that all the bicycles sold will be Giant, along with Giant branded gear mixed with other strategic gear and accessory brands. What’s also a first is that Giant will actually own and operate its Boston store.
“We have no plans to open additional stores that we own,” Walk said. “However, we are looking forward to working with more retail partners within this new model.”
Both stores didn’t exist before, according to Walk, as both will be brand new.
“Giant found the Boston location, owns the store, and the staff there will be Giant employees,” Walk said. “The Denver location is new as well, and will be owned by a retailer partner who will employ the staff.”
Both new stores will enhance Giant brand representation in their respective markets, according to Walk. “Our goal is to drive brand awareness and consumer demand for Giant products for our entire retail network in both communities,” Walk said. “Giant has always been committed to IBDs and their success, and the knowledge we gain from these stores will enhance our retailer support capabilities.”
There are 26 Giant brand stores within Giant’s GRP program—stores that typically carry 80 percent-plus Giant product. Downtown Bicycles in Fort Lauderdale, Florida, was Giant’s first GRP store in 2006.
—Jason Norman
