Specialized to add consumer-direct sales from February 1

By Jack Evans

Published: Friday, 28 January 2022 at 12:00 am

Specialized will ship directly to online consumers from 1 February, while continuing to work with its network of bike shops.

The brand’s bikes will still be available to buy in-store at a Specialized dealer, whether an independent or chain retailer.

However, the change is a move towards a direct-to-consumer model – of which Canyon is the bike industry’s major proponent. It will come into effect on 1 February, with reports suggesting the service will be offered in the US and UK.

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Specialized will offer direct-to-consumer delivery options for riders from 1 February.
Jack Luke / Immediate Media

Two new direct-to-consumer options

In addition to walking into a bricks-and-mortar bike shop, Specialized currently offers (in the UK, at least) the option to buy from its website and collect from a local dealer.

However, Specialized will offer two new direct-to-consumer options for online buyers from 1 February.

The first, and the most similar to what Canyon offers, will see the bike shipped to your home almost fully assembled.

The box will contain the tools required for the final stages of setup and QR codes linked to how-to assembly videos.

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The new delivery options include a premium “white glove” service whereby a Specialized representative will bring the bike to you before assisting with fit and setup.
Specialized

On top of that, Specialized will also offer a bespoke delivery service.

The bike will be delivered to you by a Specialized employee, who will then ensure it fits and is set up properly, while advising on basic maintenance and, finally, taking you for a ride.

Delivery or service fees for either option have not yet been revealed.

The decision to cut out bike shops is likely to alarm dealers, who stand to lose out when riders buy directly from Specialized.

However, dealers will receive from 50 per cent to 75 per cent of Specialized’s margin if they are involved in stocking (for in-store collection) or assembling a bike, it has been reported.