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Giant Cycling World Debuts in Denver

Published June 20, 2010

LITTLETON, CO (BRAIN)—Giant’s first venture in company-branded stores opened in Littleton, Colorado Saturday morning.

The 4,100-square-foot store, which is located a little more than 10 miles outside of Denver, is owned by Denver locals Eric Krell and Vint Schoenfeldt, who also own Rocky Mountain Spine & Sports clinics.

Giant Cycling World Denver is one of two new Giant-branded stores that will only carry Giant bicycles. Giant Cycling World Boston is slated to tentatively open July 24. That 2,900-square-foot store on Kilmarnock Street near Fenway Park will be owned and operated by Giant.

Giant general manager Elysa Walk looks forward to more Giant Cycling World stores. “In major markets like Denver, our stores will help build the brand, which feeds other retailers in the area," she said. Giant is inviting its Front Range retailers in to see the store and hear about the strategy behind it.

The Denver store was built from scratch. “We had four white walls,” said Reuben Hernandez, merchandising manager for Giant. “It was basically a vanilla box.” Having this empty canvas gave the Giant team an opportunity to get creative. “It gave us a chance to do some new things from a presentation standpoint,” Hernandez said. It took roughly four months of planning and five weeks to build out the location.

Every Giant bike category is represented at the store, from cruisers to youth to road to mountain, according to Hernandez. Key strategic vendors that line the store shelves include CamelBak, Giro, Oakley and Shimano, among others.

One of the reasons the Denver area was chosen for the first Giant Cycling World was its rich cycling culture, according to Hernandez. More specifically, Littleton’s Aspen Grove Shopping Center was the perfect fit since it’s a vibrant shopping area with other recognizable brands including Apple and Banana Republic. Another plus is the Platte River pathway just behind the shop, ideal for testing product.

Matt Jimerson, a retail veteran in the Denver market, is the store’s manager, according to Hernandez.

The store's opening had Crell busy ringing people up amidst the clamor and balloons. “It’s been an incredible experience getting the store open,“ Crell said. “We couldn’t have done it without the Giant A-Team behind us.”

(PHOTO by Ray Keener: Pictured, from left, Schoenfeldt, Walk and Krell).

For more on Giant Cycling World Denver, be sure sure to read the July 15 issue of Bicycle Retailer and Industry News.

—Jason Norman and Ray Keener

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