Business and retail news : Dorel to Open First Bicycle Store in New York

Building on its recent retail merchandising success with North American bike dealers, Dorel Recreational/Leisure, a segment of Dorel Industries, is launching “Cannondale Sports”, a multi-brand retail store. 

This new initiative will serve as a testing ground for breakthrough retail experiences for Independent Bicycle Dealers and a flagship environment for consumers to see and buy innovative bicycling and recreational products.  It follows the recent launch of a research and development lab and a retail lab at Dorel Recreational/Leisure headquarters.

“We are deeply committed to the IBD channel," said Robert Baird, Group President and CEO, Dorel Recreational/Leisure..  We’ve made a series of investments in the past year that have significantly enhanced the retailer experience while exciting consumers and encouraging them to visit their local bike shops. The Cannondale Sports store takes this to the next level by allowing us to get even closer to the consumer to understand exactly what our retailers want and need on a daily basis.  This will enable us to create a more compelling retail environment for our customers and test new and innovative retailing ideas and techniques that we can pass on to our IBDs.”

Opening in May, the 4,200 square foot store is located in Carle Place, NY, less than a mile from Roosevelt Field, one of the largest retail malls in North America.  It will be owned and operated by Dorel Recreational/Leisure and will feature iconic products from Cannondale, GT, Schwinn and Mongoose, along with Cannondale and SUGOI apparel and a full line of parts and accessories.   The store will also include the GURU Experience to improve customer performance.

Dorel Recreational/Leisure Conceived, Dealer Approved

The impetus for Cannondale Sports started 24 months ago with the notion that bicycle retailing can and should be re-imagined for the modern, well-informed and technologically savvy consumer.  During the first phase of the project, Dorel Recreational/Leisure built a full retail lab at its company headquarters inorder to showcase new retail design and merchandising for the IBD channel.  Close to 100 dealers in the U.S. have had their stores remodeled as part of that program. 
“It’s an eye-opening experience for dealers when they walk through the retail lab,” said Dave Manchester, SVP Sales and Marketing, North America, Cycling Sports Group, a division of Dorel Recreational/Leisure.  “They realize the full potential their shops can have and are excited to participate. The next phase in the project is the opening of Cannondale Sports, where we have the opportunity to test and invest in the concepts ourselves and bring them to the next level for our dealers.” 

Focus on Technology and Innovation

Cannondale Sports was designed to focus on technology and innovation, from the materials used to build the store to the consumer interaction.  The store front will be made from carbon fiber, modeling the performance found in Cannondale and GT bikes. Consumers will experience a multi-media presentation that enhances the products and creates an assisted selling experience.  The store will operate with mobile technology, including a proprietary mobile point of sale system, and customer accessible WiFi to help enhance the consumer experience.

Dorel Recreational/Leisure is a segment of Dorel Industries, Inc, with three operating divisions, Cycling Sports Group, Pacific Cycle Group and the Apparel Footwear Group.  Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile as well as Cannondale, Schwinn, GT, Mongoose, Sugoi, Charge Bikes, IronHorse, InSTEP, KidTrax and the GURU Experience in Recreational/Leisure. 

Source Dorel Industries through SportsOneSource

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