STOCKHOLM, Sweden (BRAIN)—Bianchi will open its first brand concept store in Stockholm, Sweden. "Bianchi Cafe & Cycles" will open on October 30.
This new concept store will revolve around a showroom in combination with a cafe bar. The idea is that the new store will be a glamorous meeting point for cycling enthusiasts and fans, as well as guests of the bar, according to a press release.
“This is an exciting investment as Sweden is the first country to have a Bianchi concept store," said Nicklas Sigurdsson, managing director of the new store. "We have seen a growing interest for cycling among people in Stockholm and our ambition is to identify interesting markets and expand new concept stores around Europe."