Storck Bicycle launches international consumer-direct sales program

By Jo Beckendorff

IDSTEIN, Germany (BRAIN) — The high-end German brand Storck Bicycles has opened its consumer direct sales to most international markets, including the U.S., where the brand has about nine dealers but no distributor.

Storck had launched its B2C site in Germany earlier this year. The new site offers sales to all countries except those where Storck has exclusive distributors, including Cambrian Tyres Ltd. in the UK and some further European and Asian country markets.

Company founder and general manager Markus Storck said the new platform will be complemented by the Storck Store & Studio concept.

"The changed purchasing behavior of our customers, the increasing shift toward the online business, and the success of our flagship stores and studios enable us to take this strategic step toward our new 4.0 sales concept. By making this move, we significantly contribute to the price stability of our products in the marketplace as well," Storck said.

The flagship stores and studio offer consulting support and services such as measurement and seating position analysis, plus joint regional bike racing support. Storck said he believes deeply in what he calls the "look and feel" experience in connection with an online sales experience.

Storck currently has no exclusive importers in Canada or the U.S., and no dealers in Canada. Markus Storck said he is working to convince his existing North American IBD partners to open Storck Studios in their shops. He plans to personally visit ATA Cycles in Concord, Massachusetts, next month when the store will open the first official Storck Studio in North America. He said he is in talks with other IBDs in the U.S. and Canada about opening studios.

He said customers can choose to have their bikes sent directly to them or arrange to pick them up at a studio or store. Taking "possession of the new bike, which includes bike fitting, can be taken over a cup of coffee and during a congenial conversation. Fostering close customer relationships this way is one of the objectives of the new Storck 4.0 sales concept," the company said in a news release.

According to Storck's marketing manager Mario Kuban the stores and studios will act as the brand's service hubs. The company headquarters in Germany will handle most warranty claims directly.

The brand's online store at storckworld.com launched with notable novelties and attractive prices. For instance, the new 7 kilogram (15.4 pound) Fascenario. 3 Comp model with Shimano Ultegra and a carbon seatpost and handlebar will retail for $2,999. The online store also features the new Storck e-bike range including e-mountain bikes and e-road bikes.