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Intense debuts store-in-store program

Published February 3, 2014
RockNRoad partner Jeff Renteria at the retailer’s Laguna Niguel store

LAGUNA NIGUEL, Calif. (BRAIN) — Intense Cycles has installed its first store-in-store display at Southern California’s RockNRoad Cyclery, featuring custom flooring, handmade display platforms, window graphics and in-store signage.

The boutique mountain bike brand is in the midst of a major push to expand its IBD base, and sees the installation as a template for future store-in-store partnerships.

“We are focused on cultivating the highest level of dealers to represent our products,” said Intense sales director Mike Dettmers. “In turn, we will offer the highest level of support, including investing in programs like the store‐in‐store, a growing rep force and an aggressive demo tour.”

“We love what Intense has done to showcase their brand within our store,” said Jeff Renteria, partner at RockNRoad Cyclery. “We are excited about what the future brings and are confident it will yield positive results.”

RockNRoad is a four-store Specialized dealer that also carries bikes from Cervélo, Nirve, Haro and Niner. The Intense display is housed at RockNRoad’s Laguna Niguel location.


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