Velonews.com’s Dan Cavallari writes about what Canyon’s direct-to-consumer model will mean for consumers and bike shops.
The wait is finally over—almost. Bicycle Retailer reports that Canyon Bicycles will enter the U.S. market in early 2017, offering direct-to-consumer sales of its German-built bicycles. It’s great news for eager U.S. customers, and another daunting sign for local bike shops.
Here’s how it works: Customers who order a Canyon receive the bike almost completely built out of the box, with minimal assembly required. It’s a model that has helped Canyon become one of the biggest bike brands in Europe.
For its U.S. business, Canyon will still sell bicycles manufactured in its facility in Koblenz, Germany, however the company will warehouse additional inventory in the U.S. Canyon has plans to open a customer and technical support center. The company has yet to choose a location for these facilities.
This is a big moment for U.S. consumers who have long lusted after Canyon’s high-end bicycles, which traditionally are easy on the wallet. The news is also another example of how the U.S. bicycle market is rapidly adopting the consumer-direct model. Last year, Trek launched its own direct-to-consumer program, and Giant announced its own program earlier this year.
Both of those programs still ship bicycles to traditional brick-and-mortar shops. The Canyon model, however, cuts the bike shop completely out of the transaction. The question is what this push toward the consumer-direct model has on brick-and-mortar bike shops.
Read more: Velonews.com