EKE, Belgium (BRAIN) Monday May 7 2012 9:29 AM MT—BMC will open its first concept store this month in Eke, a town close to Ghent in the middle of Belgium’s Flemish Ardennes region.
The Swiss company announced its plans on its Facebook page back in February.
According to the announcement, the location will be a combination between the BMC Racing Team Service Course and a BMC Group store.
“This shop/service course combination is the first and only store in the world where pro cycling meets bike brands for a unique customer experience,” the post said.
The store will carry BMC, Bergamont and Stromer, all brands owned by BMC. The 1,000-square-meter (10,800-square-foot) shop will employ five to six people.
A recent story published on Belgium news site www.nieusblad.be said BMC chose Belgium for its first location to capitalize on growing sales there since Belgian champion Philippe Gilbert joined the BMC Racing team.