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Woom begins expanding US retail network

Published June 14, 2023

AUSTIN, Texas (BRAIN) — Direct-to-consumer children's bike brand woom will expand its U.S. retailer network for families to shop the brand in person after being available at only its showroom headquarters here and at Buddy Pegs in Bentonville, Arkansas.

Woom named Doug Schmidt North American sales leader in February to develop the structure and systems to support the retail expansion. Schmidt has outdoor retail experience leading sales strategy at Rapha, Yeti, and REI.

He's currently working with U.S. dealers and is in the final stages of securing at least two additional retailers. Others have reached out through the woom U.S. dealer portal.

"We connect with our customers at events across the United States and have witnessed an overwhelming eagerness for more in-person experiences," Schmidt said. "We're thrilled to partner with retailers to bring 'Magic Moments' to life for families new to woom and expand our community in the U.S."

An Austrian-founded company, woom works with more than 300 European retailers. Beginning in July, the woom Austin showroom will open for personalized appointments, bike fittings, and general shopping.

"The growth potential for woom here in the U.S. is tremendous," said Lindsey Yosha, marketing chief who recently was hired after working with the Gap clothing brand as head of communications. "Consumers want brands that make them feel like they are a part of something bigger, and I'm excited to build brand relevance while inserting woom into today's cultural conversation."

Woom USA was founded in a garage in Austin by co-CEO Mathias Ihlenfeld and is now in its 10th year.

"We have the right people, the best products, and the drive to grow our business," Ihlenfeld said. "The last 10 years have been filled with explosive growth, tenacity, and a drive to bring smiles to families across the country, and I know we're headed in the right direction to make the next decade our most successful yet."

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