MORGAN HILL, Calif. (BRAIN) — Specialized Bicycle Components has opened a company-owned store in Costa Mesa, California, which the company said it considers "an investment to support the growth of the cycling community in Southern California and to test opportunities and experience learnings first-hand to better support retail partners."
The store is a full-service retail location, selling both bikes and equipment, with limited inventory and a focus on blending digital and physical retail. Additionally, there is a large focus on custom apparel tailored to a Southern California theme.
"When we put ourselves in the same position as our retail partners, truly experiencing their day-to-day, we will learn how to innovate to be better partners in marketing, supply chain and operations," said Donny Perry, the senior manager of retail development at Specialized.
Using the store as a headquarters for Southern California retailers, the store will provide clinics, demos and other training opportunities to nearby retail partners. The company said the goal is to unite the cycling community in Southern California and grow the Specialized brand in the region.
The company will use the location to test a RFID Inventory management system that teaches how to better manage shrinkage, reduce cycle counts and improve visual merchandising. The store also will have a partnership with The Specialized Foundation, dedicating 10 percent of annual profits to the non-profit.
To test the impact of delivering more options and value for the rider beyond the purchase, the store will offer riders a 90-Day satisfaction guarantee, allowing riders to return or exchange a product for any reason within 90 days. The store also will offer a service subscription package that the rider can add on at the time of purchase that allows them to bring their bike in for as many services as they would like for a small fee.
