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Giant agrees to sell kids and mountain bikes at Dick's-owned specialty stores

Published February 12, 2024

NEWBURY PARK, Calif. (BRAIN) — Giant Group will sell bikes through about 25 specialty stores owned by Dick's Sporting Goods, including House of SportPublic Lands, and Moosejaw locations.

The stores will sell kids bikes, mountain bikes — including full-suspension and entry-priced E-MTBs — and gear.

Giant joins Cannondale, Intense and other brands available at Dick's specialty stores. Public Lands, which has seven locations, launched in 2021. The retail chain has been seen as Dick's challenge to REI and its locations include full-service shops and other specialty store features. 

In a letter to retailers Giant said Dick's has pursued the brand for five years and emphasized it remains "100%" committed to retailers.Giant said its bikes most likely will be available online from those stores' online sites.

Giant General Manager John Thompson did not respond to specific questions about the decision, instead forwarding to BRAIN the email that was sent to retailers and signed by Thompson and Giant National Sales Manager Angelo Mascelli that included a FAQ link.

"We are taking this action to attract non-riders and crossover athletes to see bikes that aren't typically visiting independent bicycle dealers," Giant wrote in the "Who made this decision" FAQ section. "We believe that getting more people on bikes is a win for everyone."

The question of the competency of the speciality stores' service departments was addressed in the FAQs.

"Their bike staff is well-trained in sales interaction and service execution to provide the best cycling experience," Giant answered. "They are committed to investing in their staff and facilities to elevate their services."

Giant said Dick's specialty stores will be committed to honoring Giant's minimum advertised price policy. In addition, Giant said it will benefit from Dick's specialty stores' ability to market the brand with a customer base of 80 million per year, "which means that our brands now have the potential to be seen by a much larger audience. For instance, customers who buy premium Callaway or Ping golf clubs can now access Giant Group bikes," according to Giant.

Dick's specialty stores will not be given priority to purchase bikes, Giant said, and will be in the same queue as other retailers. "They place individual orders for each of their 20-plus stores. They have a strong purchasing team and clear supply expectations, so they place firm orders. They are like any other retailer who needs stock. If the stock is available, it is accessible to them."

Dick's acquired Moosejaw from Walmart in February 2023. In September, Dick's announced it would close 11 Moosejaw locations, including the outdoor speciality retailer's headquarters in Madison Heights, Michigan, this month. Three Moosejaw stores will remain open and are located in Birmingham, Michigan; Salt Lake City; and Bentonville, Arkansas. 

The 12 House of Sport locations have customer interactive features like a rock climbing wall, golf pro shop with a putting green, and batting cage.

In 2018, the speciality outdoor brand Black Diamond demanded that its products be removed from a special "curated" e-commerce site that was developed by Moosejaw. Moosejaw sold Black Diamond products in its stores, but the brand felt the specialty e-commerce site was too closely linked to the Walmart site. 

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