DAVOS, Switzerland (BRAIN)—Specialized plans to open its first concept store in Switzerland this spring.
Ivans Velo Sport Shop is scheduled to open April 4 in Davos in the heart of the Swiss Alps.
The store will reflect the mountain landscape with interior walls made from natural stone and ancient timber floor boards.
Ivans Velo Sport has been around for many years, but, with the switch to the concept store model, will move into a newer and larger space. A full range of products will be sold at the shop including mountain, road, urban, commuter and fitness bikes, as well as accessories.
The shop will also offer Specialized's body geometry fit system.
Called "the Alps' highest city," Davos is well-known for its mountain bike trails, various winter sports offerings and as the host city for the World Economic Forum.