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Action Sports Giant Brand Store Opens

Published August 27, 2010

BRANFORD, CT (BRAIN)—Action Sports Bicycle Center of Branford, CT, recently celebrated its grand opening, and despite a few scattered late summer rain showers, hundreds of customers were eager to experience the newest Giant Brand Store.

Owner Paul Von Maffei said his clients were very impressed with the look and layout of his new location. “Everyone told me how incredibly beautiful the store is, and how easy it is to get around,” he said. “The presentation is 150 percent better than what we had.”

In existence for 38 years, Action Sports has always served bicyclists, snow sports enthusiasts, and kayakers in two locations: Branford and Old Saybrook, CT. The brand new 3000-square foot addition to the Branford store is dedicated to cycling only, and is designed to cater to two-wheelers year round. The addition reflects the ever-growing bicycling market in the New Haven region.

When he decided to expand the store, Paul Von Maffei chose to work with Giant’s Retail Merchandising experts because, he said, “We needed to have a positive presentation and sizzle. He added, “We were primarily known as the No. 1 snow-sports store here. Now people know we’re also a top bicycle store with the top brands. The support from Giant has been fantastic.”

Giant merchandising manager Reuben Hernandez was part of the team that helped Action Sports choose and build-out the new look. “Paul and his staff committed to adding space specifically for the bicycle retail business,” he said. “And the clean, modern features of the new store design set the stage to truly showcase the expanded selection of Giant bicycles and Gear. The place just looks fantastic.”

Urban freeride legend Jeff Lenosky entertained the crowd, riding a Giant STP in his trials stunt show. A celebratory raffle ended the day with lucky winners taking home a Giant Simple 3 bicycle and other accessories. Donations to enter the raffle netted over $1600 to benefit the Cancer Support Community of Southern Connecticut.

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