Specialized to Offer Direct-to-Consumer Options for On-line Bicycle Sales

In late January, Specialized became the first major global bicycle brand to offer consumer-direct options for on-line bike sales. The program will begin in the US and include other countries in the months ahead.

The company, like most major brands, offers “click-and-collect” sales for bicycle buyers that involve a retailer, but now purchasers will be able to receive a mostly assembled bicycle shipped to their door — similar to what buy-direct brands like Canyon offer — along with the tools needed to assemble and QR code links to instructional videos. Buyers can choose to have the bike assembled at a “Tier 1 or Tier 2 Specialized dealer closest to them” and picked up, or select a “white glove” delivery and fitting service.

Pundits suggest that the company is feeling pressure from other major brands who are also acquiring retail stores at a rapid pace, including major Specialized outlets.