Specialized opens test-bed store in California

Costa Mesa store will be a test-bed for new retail programmes, says Specialized
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Specialized has launched a company-owned store in Costa Mesa, California. This is said by the company to be "an investment to support the growth of the cycling community in Southern California and to test opportunities and experience learnings first-hand to better support retail partners."

The store sells both bikes and equipment, with limited inventory and a focus on blending digital an physical retail. There is also a focus on custom apparel.

“When we put ourselves in the same position as our retail partners, truly experiencing their day-to-day, we will learn how to innovate to be better partners in marketing, supply chain and operations,” said Donny Perry, Senior Manager of Retail Development at Specialized.

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The store will provide clinics, demos and other training opportunities to nearby retail partners.

Perry said Specialized will be able to test new ideas and retail programes before scaling them for all retail partners. A couple of the initial tests include: RFID Inventory management system that teaches how to better manage shrinkage, reduce cycle counts and improve visual merchandising, and a dedicated partnership with The Specialized Foundation, dedicating 10 percent of annual profits to be donated to The Specialized Foundation.

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