SANTA FE, NM (BRAIN)—For the first time in over a decade Cinelli framesets are being offered as complete bikes to U.S. customers.
The push to reinvigorate Cinelli as a full line bike company comes from its U.S. distributor BTI, which just debuted its Total Choice engine—an online platform for ordering full custom bikes. BTI launched Total Choice with exclusive mountain brand Commencal last month. Cinelli now becomes the standard bearer for the road side of the house, according to a press release.
"Sure there are manufacturer sites that let consumers build a bike online," said Bill Lane, BTI's marketing director. "And there are distributors that offer wholesale kitting programs, but Total Choice is the first that offers this depth of selection for a truly one-of-a-kind build."