CARLSBAD, CA (BRAIN)—Focus bicycles will be sold through Performance’s Web site, catalog and select retail locations beginning this spring.
“Under the leadership of CEO Jim Thompson and his energized team, Performance has demonstrated through its new store concepts, employee training programs and other initiatives that it is poised to gain share as the country’s largest lifestyle-based cycling retailer,” said Scott Rittschof, Focus Bicycles USA CEO.
“By becoming part of Performance’s multichannel strategy, while respecting the continued growth of the valued IBD network, we will reach more riders who would call Focus their bike of choice.”
Focus produces a complete line of German-engineered road, mountain, triathlon, cyclocross and commuter bikes. In the six months since its U.S. launch, Focus has grown its independent dealer base in the United States and Canada to more than 60 retailers.
Rittschof said the company plans to protect its growing base of independent dealers and will only open Performance locations that do not conflict geographically with existing retailers. Focus will be sold in a limited number of Performance retail locations in the double-digits, emphasizing stores that have been recently remodeled and are capable of reflecting the brand.
“We’re being very careful about what stores we’re opening from the standpoint of what stores will be able to support our brand,” Rittschof said. “That’s not a standard for Performance; that’s a standard for any store. We don’t want to open any stores not capable of supporting the premium nature of the Focus brand.”
Performance CEO Jim Thompson said of the 86 Performance locations nationwide, the company redesigned around 10 stores last year through a combination of complete remodels and graphical retrofits. Performance plans in the next year and beyond to redesign locations in the double-digits.
In addition to adding Focus to its brand array in select retail stores, Performance will feature a selection of premium Focus models through its Web site and catalog. Focus will participate in Performance’s new Spin Doctor Pro Bike Build program that ships bikes directly to consumers completely assembled by certified assemblers in its Chapel Hill facility.
Thompson said the Pro Bike Build program offers consumers another option as part of Performance’s strategy to optimize the guest experience through its Web site, catalog and retail locations.
“We build our business from the consumer experience back,” said Thompson. “The retail consumer has voted, and they want to shop three ways—stores, Internet and catalog. Our partnership with Focus aligns perfectly with our business strategy.”