Specialized is taking the Grand Départ in Düsseldorf and the global attention to German cycling as an opportunity to experiment with an innovative retail concept: Specialized is launching a temporary shop in the heart of Düsseldorf for the time before, during and after the Tour de France 2017. The pop-up store will open on May 5, 2017 and will be available for product launches, customer and dealer events, and press events.
It's not long until the Grand Départ in Düsseldorf, the strong German ProTour team BORA - hansgrohe with world champion Peter Sagan causes a sensation on Specialized bikes and the cycling world is looking to Germany again. For this reason, Specialized decided to experiment with an innovative retail concept and to open a temporary shop in the heart of Düsseldorf for the time before, during and after the Tour de France 2017.
The pop-up store opens on May 5th, 2017 and will be available for product launches, customer and dealer events as well as press events. With the concept, the brand wants to increase its visibility and achieve learning effects. The pop-up store is located near Königsallee, in the center of Düsseldorf. The popular shopping street attracts more than 10.000 visitors a day and is the focus of attention during the first two stages of the Tour de France.
“The topic of cycling has become increasingly important in Düsseldorf in recent years. The Grand Départ increases the importance of cycling and the passion for the sport even more,” said Donny Perry, Sr. Manager of Retail Development at Specialized. "We capitalize on the awareness and want to provide a place for people to learn more about Specialized and our values and products."
The concept allows easy conversion work and enables Specialized to set different priorities during the existence of the shop: The starting signal on May 5th initiates the first phase. The focus is on urban cycling, with highlights being the new e-bikes in the Specialized Turbo category. After a good month, the conversion takes place: for the Grand Départ at the end of June, the shop is all about racing bikes. Visitors get an insight into Specialized's cooperation with Pro Tour teams such as BORA - hansgrohe, Quick-Step Floors and Boels-Dolmans. Test rides, expert discussions, bike fitting, advice and identification with cycling, as well as a comprehensive insight into the Specialized world are in the foreground. In addition to the current product range, selected and limited products from the tire, shoe and clothing categories await visitors, which are only available in this form in the pop-up store. For Specialized, the temporary shop means an exciting new experience from which the brand hopes to gain insights into future retail strategies. Together with the existing specialist trade, the way is paved into a future that allows new concepts and reacts to changing marketplaces.
Opening party May 5th 18:00 p.m
The pop-up store opens on May 5, 2017 with the Grand Opening, the official opening party. From 18:00 p.m. everyone is cordially invited to join the celebrations and get a first impression of the shop.
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