MORGAN HILL, Calif. (BRAIN) — Specialized has told its dealers that it will begin sales of equipment, but not bikes or frames, through Backcountry.com and its cycling-specific site, CompetitiveCyclist.com.
Jesse Porter, the company's U.S. business development leader, told dealers in an email June 24 that it would begin sales through the sites in early July.
The email subject line was "New Partnerships for a Seamless Rider Journey" and Porter noted in the email that all Specialized dealers can now sell equipment and frames online and that Specialized has invested in more omnichannel tools for its retailers, including lead generation, enhanced store pick-up and drop-ship programs, a home delivery pilot program for dealers, and website providers partnerships.
The email continued, "To be where riders want to interact and transact, Specialized has to always partner with the most premium retailers. It has been proven that by partnering with the best Ecommerce retailers, the demand for products increases in the market. With that said, Specialized will be partnering with Backcountry.com and Competitivecyclist.com with equipment only."
A company spokesman said Specialized would have no further comment to BRAIN regarding the Backcountry news. "We don’t normally make a statement when we open a new retailer, which in many ways is what they will be," said Sam Benedict, Specialized's USA leader for marketing, category and go-to-market.
