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Stradalli Cycle plans Boulder store

Published December 26, 2017

BOULDER, Colo. (BRAIN) — Stradalli Cycle, a ten-year-old bike brand based in Florida, plans to open a small showroom and bike shop in North Boulder in February.

Stradalli owner Tom Steinbacher told BRAIN the new store will showcase about 100 Stradalli bikes, as well as a small selection of Stradalli’s other carbon products, which include fishing rods, baseball bats, skis and snowboards.

“I miss retail,” said Steinbacher, who took a break from spackeling the store’s walls recently to show BRAIN the new store, which is on Broadway a few hundred yards south of Boulder Cycle Sport’s North Boulder location.

Stradalli is known primarily as a consumer-direct brand, although the company also operates a large store in Pompano Beach, Florida. The company also sells wholesale to a handful of shops in the U.S. and a few dozen stores in other markets, including Brazil, Mexico, Colombia and Steinbacher’s native Germany.

The brand specializes in carbon-framed bikes, including road, triathlon and mountain bikes. Most are sold outfitted with upper end Shimano parts, including Dura-Ace, Ultegra, Deore XT and XTR. Pricing is aggressive: one carbon road model, outfitted with Dura-Ace Di2 with hydraulic disc brakes, retails for $3,500. The company ships bikes to consumers unassembled or will pre-assemble them for a $200 upcharge.

Steinbacher also is the founder and CEO of Demon’s Cycle, a motorcycle e-commerce site. He spends most of the year in Florida but is transitioning to Colorado, where he recently bought a house outside Boulder.

Stradalli sponsors several bike clubs, amateur teams and men’s and women’s pro road teams, and Steinbacher said he’s looking forward to supporting groups in Colorado. The new store has hired two employees already and is interviewing mechanics. Steinbacher said the store will do bike assembly and repairs but he does not envision it as a full service bike shop.


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