MONTREAL (BRAIN) — Assos ProShops are popping up all over.
The Swiss clothing brand has worked with retailers to open three new shops-within-a-shop in North America in recent weeks.
There are now 23 ProShops around the world, with seven more planned for this year.
The three new shops are ATA Cycle in Concord, Mass.; Signature Cycles in Greenwich, Conn.; and West Point Cycles in Vancouver, British Columbia. The first ProShops in North America opened last year, at La Bicicletta in Toronto and Fresh Bikes in Arlington, Va.
Désirée Bergman-Maier, Assos' global experience manager and daughter of Assos founder Toni Maier, was in attendance for the Signature Cycles opening.
"The ProShop is a beautiful way for the Assos family to connect directly with our most passionate dealers across the world," she said. "We thank North America for their support and are grateful for their partnership."
The ProShops require considerable shared investment by the retailers and Assos. The brand is careful to work with shops that love the brand and are knowledgeable about its history and its products, the company said.
The ProShop displays and furniture are designed by the Assos in-house architect, Alfonso Giron, and produced by a furniture specialist in Italy. All ProShop projects are planned centrally by Giron and all the furniture is produced and shipped from Italy.
"The Assos ProShop was a seamless integration between our Studio architecture and business ethos," said Paul Levine, the owner of Signature Cycles, in a statement released by Assos. "Having a complete presentation of all the Assos offerings has increased our sales fivefold since the conversion."
