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Rocky Mountain launches retail branding pilot

Published May 22, 2014

NORTH VANCOUVER, British Columbia (BRAIN) — The Bike Shop in Calgary, Alberta, has become the first store in North America to receive a new customized Rocky Mountain merchandising program. The design resembles the Canadian brand’s display at last year’s Eurobike show.

The in-store effort is part of a larger, long-term growth strategy set out by Rocky Mountain to better communicate the brand to consumers.

“Rocky Mountain has witnessed incredible growth over the last few years, and we’ve been looking for a way to take our North Shore heritage and merge that environment with the premium products you see on the showroom floor,” said Brandon Crichton, brand manager for Rocky Mountain. “It is also a way for us to leverage our athlete imagery and video productions all in one unique area.”

Rocky Mountain is currently in talks about installing the program at a second retailer in Quebec. The company also plans to bring the program into the U.S. market, where it has about 130 dealers.

The program is not free; rather, Crichton described it as a “joint venture” between Rocky Mountain and its dealers. “We look for our committed retailers and they commit as well,” he said.

Calgary’s The Bike Shop was a natural for launching the program, as it’s Rocky Mountain’s longest-standing dealer worldwide.

“As a Rocky Mountain retailer for more than 25 years, this has allowed us to better communicate the brand to our customers while streamlining the educational component of walking customers through the lineup,” said Kevan MacNaughton, owner of The Bike Shop.

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