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    FOUNTAIN VALLEY, Calif. (BRAIN) — Pedego's newest store is now open in Mexico City, becoming the e-bike company's 119th location. 

    The store is co-owned by husband-and-wife Juan Pablo Michelsen and Mercedes Aranazabal, who discovered Pedego electric bikes while living in Boston as graduate students. "We were instantly in love with Pedego bikes, and we are delighted to bring them to the locals and tourists here in our home of México City," Juan said.

    Located in the heart of México City, the store offers sales and rentals of several Pedego models. The store also offers guided tours. Riders age 15 and older can cruise on a guided tour led by Andy Chilanga, a local historian and art expert who shares interesting stories as the group glides around the city. A $50 Day Tour takes riders around México City, passing through the Castillo de Chapultepec forest to Reforma Centro and the Downtown area. The park area is larger than New York's Central Park with multiple scenic and historic destinations scattered throughout, accessible by scenic bike paths. Participants see more than 17 buildings and monuments, enjoying flavorful Mexican refreshments along the way.

    "It's wonderful riding a powerful Pedego bike in México City," said Mercedes. "You can see more than you can by foot or car. It's especially delightful riding through the Bosque de Chapultepec, known as 'the forest in the city' in English."

    "Pedego México City offers visitors a fun new way to see this historic and beautiful city," said Pedego Electric Bikes CEO and co-founder Don DiCostanzo. "Riders can zoom past traffic and enjoy scenic paths that will take them to fascinating destinations."

    The store is the neighborhood of Polanco, which attracts both locals and tourist for its restaurants, stores and parks. Additional information is available at www.pedegoelectricbikes.mx or by emailing ventas@pedego.mx or calling (55) 7260 2751.


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    The organization is making plans for events in Phoenix, Atlanta and Philadelphia.

    AUSTIN, Texas (BRAIN) — The Professional Bicycle Mechanics Association will continue its technical education conferences this coming fall and winter.

    The group began its three-day workshops late last year and held events in Denver, Portland, and outside Washington, D.C. The combined events attracted 255 mechanics.

    The upcoming series will have participation from returning companies SRAM, DT Swiss, SR Suntour, Campagnolo, Stan's No Tubes, Full Speed Ahead, Enduro Bearings, and Magura. New to the program are Bosch, Rotor Bike Components and Maxxis.

    In addition to the manufacturer technical sessions, the PBMA, alongside Winged Wheel, are developing new seminars with a focus on professional development, aimed at bolstering mechanics' personal business development skills.

    Early sponsors for the next round of workshops include Park Tool, Kryptonite, Prestacycle, Efficient Velo Tools, Feedback Sports, Silca, Finish Line, and United Bicycle Institute.

    For the 2018/2019 season, the PBMA is eyeing events in Phoenix, Atlanta, and Philadelphia, with dates and full details to be announced soon.

    PBMA Members save $100 on course registration, which includes a reception, lunches, and snacks. New this year will be a product showcase where presenters and sponsors can present their latest tech and products to those in attendance without a tech training
    session.

    Attendance is limited to 96 participants per location with registration opening to members of the association exclusively for the first 30 days. Workshops will begin Monday evening and continue through Thursday afternoon in each location.

    Brands and manufacturers that want to get involved can contact PBMA's president, James Stanfill, at president@ProBMA.org. A limited number of presentation and sponsorship spots are still available.

    For more information visit ProBMA.org/PBMA-Technical-Workshops.


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    WASHINGTON (BRAIN) — The Rails-to-Trails Conservancy is promoting its sixth annual Opening Day for Trails for next weekend, Saturday, April 7. The organization said there will be more than 175 community events around the country to mark the date. Fuji Bikes, Performance Bicycle, KEEN, Topo Design and Patagonia are sponsoring the events. 

    Event organizers and volunteers have arranged hiking, biking, running and other outdoor activities to celebrate trails and the benefits they bring to their communities; Performance, for example, is organizing more than 100 group bikes rides around the occasion.

    A listing of events can be found at railstotrails.org/openingday.


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    RANDOLPH, Mass. (BRAIN) — Delta Cycle's new Bkin is a compact LED light with a flash pattern inspired by aircraft safety beacons. It is intended for use by cyclists, runners and walkers.

    "Planes and helicopters use pulsing lights to ensure that they are highly visible to other aircraft — day and night," said Delta Cycle's CEO, Errol Drew. "Automotive manufacturers have taken a page from this book in the creation of commonly used daytime running lights. As a general aviation pilot myself, I marveled at the fact that no one had taken this level of safety to consumer activities. The reality is that, while it's gotten increasingly safer for car passengers in the event of a crash, smartphones and texting have changed the game for unwitting pedestrians. The Bkin is our answer to this. Inspired by the flashing white navigation lights on aircraft that can be seen for miles even in full daylight, the Bkin's innovative design delivers the most power and functionality available in a device of its size — small enough to fit in a pocket."

    The Bkin has a proprietary lens developed by optical engineering experts to optimize the light output for visibility at any angle, up to 120 degrees. Delta said this ensures a reach of 1,000 feet in daylight and 3,000 feet at night with a wide viewing angle. It can be used in pulse mode or constant mode to illuminate a dark path. The device has a clip to attach to clothes, backpacks or a pet's collar. It can also be used with an included mount to secure to bikes, scooters or strollers.

    The Bkin runs for 12+ hours on a single charge in safety pulsing mode at full power. It plugs directly into a USB port for charging without the need for cables. The Bkin has an MSRP of $14.99 and comes in three different color combinations. It can be purchased at thebkin.com.


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    WESTBROOK, Maine (BRAIN) — The North America Bikeshare Association and the Better Bike Share Partnership are working together to produce a bikeshare conference, to be held Sept. 4-7 in Portland, Oregon. 

    Organizers expect 350 bikeshare professionals and others interested in shared mobility to attend the Moving Forward Together - 2018 Conference.

    More information will be made available on the Moving Forward Together Facebook page. Organizers said they will announce a Call for Presentation Proposals soon. 


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    The Oakley AR03 helmet.

    LAKE FOREST, Calif. (BRAIN) — Oakley, which re-entered the cycling market last year with new helmets, clothing and eyewear, is a sponsor of next month's Paris-Roubaix race in France. The company also is the sponsor of a Paris-Roubaix Week Challenge on Strava.

    The Strava Challenge requires Strava users to ride the length of Paris-Roubaix, 257 kilometers (about 160 miles), over the course of a week, starting Monday, April 2, and continuing through Sunday, April 8, the day of the race. Oakley also sponsors two pro teams that will be racing, Team Katusha — Alpecin and Dimension Data.

    One Strava user who completes the challenge will be chosen at random to win an Oakley prize pack which will include an ARO helmet, JB cycling kit and eyewear.


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    SEATTLE (BRAIN) — Rotating Mass Media has announced that REI will sponsor the Dirt Rag Dirt Fest Pennsylvania 2018. The festival is May 18-20 at the Allegrippis Trails in Pennsylvania. 

    REI is sponsoring and hosting the event's Movie Night, which will take place at 8 p.m. on Friday at the Amphitheater at Seven Points. The films come from REI's adventure movie library and will feature mountain biking, bikepacking, hiking, trail running, and more. 

    The brand will also be hosting a Happy Hour on Saturday for all attendees featuring beer from Troegs Brewing Company.

    And REI will present three camping- and bikepacking-related clinics throughout the weekend covering topics such as water filtration and stove use; sleeping systems including tents, sleeping pads, etc.; and bikepacking gear and how to pack for a trip. Clinics are no additional charge for registered attendees and will take place at the REI booth.

    "Having REI bring bikepacking clinics to Dirt Fest Pennsylvania is a great addition for attendees," said Trina Haynes, the sales manager of Dirt Rag Magazine. "And reaching REI members in the region is an opportunity to help Dirt Rag's goal of being inviting to potential new riders and continuing to grow the bike community."

    REI has a long history with the Allegrippis Trails, as the brand contributes monetary funds and volunteer labor to the trail system since its development and continuing to this day with a grant in 2018.

    "Not only do we want to celebrate at Dirt Fest Pennsylvania, but REI is also committed to protecting and maintaining this important trail system," said REI market coordinator Bryan Shipley. "To date, we have given $18,500 to the construction and maintenance of the Allegrippis Trail System since its inception. We have also provided 657 hours of employee stewardship service hours to the trails over the years."

    The trails system includes more than 35 miles of singletrack and a mountain bike skills park. 

    Pre-registration is open until May 16, 2018 on bikereg.com and day-of registration is available at the event.

    A second Dirt Fest will take place at Big Bear Lake Trail Center in West Virginia July 13-15, 2018.

    For more information on event sponsorship or exhibiting at Dirt Fest, contact Haynes at trina@rotatingmassmedia.com or visit www.rotatingmassmedia.com/dirt-fest/.

    For information on attending either event, visit www.dirtragdirtfest.com.


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    MINNEAPOLIS (BRAIN) — Donkey Label Chamois Balm and Embrocation is now distributed by QBP, the brand announced. 

    Donkey Label skin care products are hand crafted from local certified organic ingredients in Viroqua, Wisconsin. The ingredient list includes olive, jojoba and avocado oils as well as lavender, eucalyptus, chamomile and other essential oils. The company notes that its ingrediant list does not include water, which it says is a top ingredient in the chamois creams of almost all its competitors. The company says adding water to the product requires adding chemicals to combat mold and bacteria.

    "What goes on your body goes in your body. We realized there was a need for a natural chemical-free product and when we couldn't find one, we decided to make one," said Paul Krumrich, the head donkey.

    The Donkey Label skin care available through QBP includes both standard and non-tingle chamois balm and four types of embrocation ranging from cooling to medium.

    "QBP is a great Minnesota company and the leader in the cycling industry, we are proud to be added along-side the other great brands that they work with and build," said Krumrich.

    Donkey label is based in Mineapolis and has been designing cycling apparel and skin care since 2011.

    For more information visit www.donkeylabel.com .


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    The foundation has previously licensed its mark to companies including Shinola. Now it's looking for partners who make or sell other bike products, including retailers.

    DAYTON, Ohio (BRAIN) — The Wright Brothers USA, the commercial arm of The Wright Brothers Family Foundation, has launched a new program offering businesses the license for the name of The Wright Brothers on bicycles, equipment and accessories, as well as bicycle-related businesses like stores and touring companies.

    The Wright Brothers USA already sells two Wright-inspired bicycles on its website and has previously licensed the name of the airplane innovators/bike shop owners to Shinola, which sold bikes and watches with the mark. 

    Wilbur and Orville Wright operated a number of bike shops in Dayton, and produced their own line of bikes.

    "We are seeking licensing partners in the bike industry who see the appeal of the Wright brothers' near-universal name recognition, and appreciate its connection with history, quality manufacturing, and integrity," said Kenneth Botts, president of The Wright Brothers USA. 

    Proceeds from licensing ventures fund the work of The Wright Brothers Family Foundation, which is dedicated to preserving the Wright brothers' legacy worldwide. Its initiatives include maintenance and programming of buildings related to the brothers in Ohio and preservation of aviation history around the globe.

    The Wright Brothers USA is the exclusive global licenser for The Wright Brothers trademark, which is owned by The Wright Brothers Family Foundation. The Wright Brothers USA is the first time the foundation has commissioned an agency to create, develop and build a brand around commercial products and services bearing the brothers' name. More information at: thewrightbrothersusa.com.


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    SAN FRANCISCO (BRAIN) — Sync.bike is taking preorders for a Bluetooth LE-enabled device that attaches to bikes and, among other things, can communicate with the user's phone to track how often each bike is used. It can be used with apps that provide equipment maintenance reminders. Strava users with multiple bikes can keep track of which bike they used on a particular ride. 

    "Testers found the product incredibly easy to set up and very intuitive to operate. You stick it on and forget it's there," the company said. When a bike is paired with the device via the Sync app, it is automatically registered with bikeindex.com; the app will tell users when bike is out of range of the phone.

    The beacon has a battery life of up to two years. A two-bike bundle will retail for $29 and will be shipping in August. The company is taking preorders now.

    Sync.bike is a project from the creators of dailymile.com, a social training log that started in 2008. More information at sync.bike.


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    PLANO, Texas, and LAKE OSWEGO, Ore. (BRAIN) — Toyota and Yakima have established a partnership whereby the automaker’s customers now can purchase Yakima vehicle racks, bike, ski and boat mounts, cargo boxes, and other accessories directly from participating Toyota dealers nationwide.

    “Toyota customers have long been adventurous with active lifestyles, which makes them the perfect fit for Yakima products,” said Paul Holdridge, vice president of guest experience and retention for Toyota. “This partnership expands the locations our customers can purchase and install Yakima products, while providing them the opportunity to further personalize their vehicle purchase within our dealerships.”

    In addition to providing Toyota customers easy one-stop shopping for Yakima products, those customers can also wrap their Yakima purchase into their new vehicle financing.

    “Yakima and Toyota have been great partners since 2016, and we’re thrilled to elevate that relationship with our new accessories partnership,” Yakima CEO Ryan Martin said. “At Yakima, we believe in connecting people, their friends, family and all their favorite gear to their desired destination or activity. Integrating Yakima products into the Toyota purchasing process is a natural step, making it simpler than ever for people to maximize their lifestyle with their Toyota.”

     


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    MADISON, Wis. (BRAIN) — The accessory brand Planet Bike has awarded $24,000 to six bicycle non-profit organizations. The company said the recipient organizations "are working to provide programs that attract people to cycling and infrastructure projects to move bicycling forward across the country."

    "Planet Bike awards grants based on three focus areas: People, Places and Policy. The company's advocacy goals include:

    • People: Planet Bike supports programs that enable all members of the community to have access to the tools and resources to become lifelong cyclists.
    • Places: Planet Bike promotes the construction of safe, comfortable and convenient bicycle networks suitable for people ages 8 to 80 years old that connect to where people live, work, shop and play.
    • Policy: Planet Bike encourages local, state and federal governmental policies and budgets that support complete bicycle networks for all people."

    The recent grants went to the League of American Bicyclists, the National Interscholastic Cycling Association, Free Bikes 4 Kidz Madison, the Bicycle Federation of Wisconsin, City of Chicago Bicycling Ambassadors, and Trips for Kids.


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    Leviathan Tandem wheelset

    EUGENE, Ore. (BRAIN) — Rim maker Astral Cycling — which launched last year as the second brand of Rolf Prima, offering rims for traditionally laced wheels — has expanded to offer complete wheelsets.

    "We have been wheel builders for over 15 years, so it is a natural transition to offer complete wheels on the Astral side," said Brian Roddy, owner of Rolf Prima and Astral. "Astral allows us to expand our full wheel options further to offer wheels our customers have asked for, such as 40-spoke tandem wheels or an adventure set with dynamo hubs as well as more standard wheel builds."

    Wheelsets will be built on White Industries hubs for road, gravel and dirt, with the potential for other hub options. Astral will be offering dealer programs and is working with U.S. bike builders on the OEM side. All wheels are built in Eugene, Oregon.

    Astral's full line of wheels will be tubeless compatible, and they will be on display at Sea Otter later this month.

    For more details, dealers and OEMs can contact Astral national sales manager Tom Kern at tom@rolfprima.com.

     


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    HAMDEN, Conn. (BRAIN) — Velotooler has added a new feature to its peer-to-peer bike mechanic platform. Now users can filter available mechanics by whether they work independently, or as part of a mobile service operation or if they work out of a bike shop.

    "We have released a powerful filter for the customers on Velotooler. This unique tool will allow customers to easily find the ideal mechanic for them to work with. When the customers enter their locations they will see mechanics who work in their area and then choose/filter the type of mechanic/business they want to work with. Anyone (customers or businesses) can filter based on our three mechanic profile options," said Yahor Buben, the company's CEO.

    Buben said the feature allows companies to search for and hire mechanics directly through the Velotooler app.

    "We connect directly with our business account holders immediately establishing a direct relationship with bike companies and small bike sharing companies," he said.

    The mechanic profile includes certifications and any reviews from previous clients.

    Velotooler also is working on customized pricing and work orders for each service provider.

    Buben said Velotooler has temporarily disabled its iOS app while it adds features to its website. "The main engine of our operation has always been the website," he said. "And since most mechanics are using Android we have decided to keep only one mobile app running while going through major updates on our business account."

    More information at Velotooler.com

    Related articles:


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    The Gregory Avos 10L.

    SALT LAKE CITY (BRAIN) — Gregory Mountain Products, best known for its technical backpacks, is getting deeper the mountain bike hydration pack market. The company offered its first mountain bike-specific models last year and has added more models for the 2018 season, for a total of 10 packs. 

    The company said it leveraged its experience with backpacks to develop specialized back panels and shoulder harnesses on its mountain bike packs.

    John Sears, Gregory's vice president, said the company's office near the Wasatch Range in Utah is close to bike trails and the staff includes many mountain bikers.

    "As pack connoisseurs we found ourselves not fully satisfied with our current MTB packs," he told BRAIN. "We realized that Gregory's long history of experience and innovation in pack fit, dynamic body motion, suspension systems and trusted trail comfort had the potential to contribute new solutions to fit, comfort and ride stability in MTB packs."

    Sears said the mountain bike packs are being sold through Gregory's existing sales channels in the outdoor industry and via the company's own website. He said Gregory plans to expand its mountain bike product line in coming seasons but declined to say what types of bike products the company is developing.

    The bike hydration market seems to attract more brands every year, with Thule jumping in last year. Osprey, also an outdoor industry packmaker, began offering bike-specific packs in 2009. Protection brands like Evoc, Leatt, Fox and POC also have entered the market in recent years. 

    "It is a crowded market, but we believe the market will continue to grow and we feel like the market is full of very similar — if not identical — products when it comes to performance, " Sears said. "We feel strongly about entering new product categories only when we have a unique and superior product to offer the end consumer," he said.

    The current line of packs feature Gregory's Shift RS Suspension System, which has an adjustable hip belt that can be shifted vertically so the pack rides higher or lower on the back, depending on the rider's preference and conditions. The pack's 3D Hydro reservoir dries quickly thanks to a self-supporting, baffled construction and a built-in drying hook. "It is a cleaner and easier option relative to what's on the market," Sears said.

    He noted that Gregory designed both the pack and the reservoir. "The reservoir isn't just a reservoir, it's an integrated system that is designed in concert with the pack. This isn't possible if we only design one or the other, so once again, it's all about providing a better solution to a common problem on the trail."

    The new additions to the line for 2018 include the Gregory Endo, a men's pack and the Avos, a women's version. Each is available in 10 liter and 15 liter versions. They both include a tool pouch and organization features to keep tools, tubes, pumps, and an extra layer separated and close to the rider's center of gravity. All the packs in the brand's mountain bike line range in price from $99 to $129. 

    Gregory was founded in 1977 by Wayne Gregory. Black Diamond Equipment bought the brand in 2010 and sold it to Samsonite in 2014. After the sale, Gregory remained in Utah, moving about a mile down the road from Black Diamond. Sears, who has been with the brand for 16 years, said Samsonite allows it to operate autonomously.

    "I'm happy to say that since the acquisition we've been thriving globally and are very optimistic about what the future holds for our brand, our customers and our employees," he said. Gregory's global sales last year were $51.8 million, up more than 17 percent from the prior year, according to Samsonite's annual results. 

    More information: gregorypacks.com/hydration/mountain-biking.


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    PENTICTON, British Columbia (BRAIN) — Swagman's E-Spec hitch rack for electric bikes is reinforced to safely transport two bikes up to 70 pounds each.

    It fits 2-inch hitch receivers and accommodates tire sizes from 20 to 29 inches in diameter and up to 3 inches wide. Additional fat tire trays are also available to fit 3- to 5-inch-wide tires.

    The E-Spec fits most frame shapes, styles and sizes, and folds up against the rear of the vehicle when not in use. One key unlocks both the locking hooks and the hitch pin.

    Suggested retail: $370.

     


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    BOULDER, Colo. (BRAIN) — Market research company The NPD Group is holding a complimentary one-hour webinar next week to go over cycling trends the company identified in 2017. The company's annual cycling trends webinar will look at sales performance within the IBD channel and will cover major trends happening across all retail channels. It will also take a look ahead at what's happening in 2018.

    NPD's Dirk Sorenson will lead the webinar. It will cover key price points, where consumers prefer to shop for key cycling categories, the continued growth of mountain and e-bikes, and new bright spots for road bicycles.

    The webinar is Tuesday, April 10, at 1 p.m. MST/3 p.m. EST. Registration is at npd.com/perspectives/cycling-webinar-slp.

     


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    NEW YORK (BRAIN) — Mayor Bill de Blasio on Tuesday announced that the city will allow use of pedal-assist e-bikes, but will continue to ban throttled e-bikes. 

    The state of New York does not regulate e-bikes, which remain technically illegal to use in the state, although legislation is pending in Albany.

    Last year de Blasio launched a campaign to crack down on e-bikes in the city, particularly throttled bikes used by delivery workers. But now he said he has instructed the city transportation department to begin the rule making process to allow pedal assist bikes.

    "As cycling continues to grow in popularity for commuting, deliveries and tourism, we are seeing the demand for pedal-assist bicycles that can help cyclists travel longer distances and more easily climb steep hills," de Blasio said in a news release. "With new and clear guidelines, cyclists, delivery workers and businesses alike will now understand exactly what devices are allowed."

    The city is bracing for some transportation disruption when it closes the L train subway line next April for 18 months of repairs, and allowing e-bike use could help mitigate some of that. The city expects bike traffic over the Williamsburg Bridge to more than double during the tunnel closure, for example.

    The decision also could open the door to electric sharebikes, both docked and dockless, in New York City. The city is accepting bids to operate dockless shares in limited locations, and several vendors are eager to bring electric share bikes to the city. 

    Claudia Wasko, general manager of Bosch eBike Systems for the Americas, called de Blasio's decision "a big victory for pedal-assist e-bikes."

    “This move legitimizes the many health and societal benefits pedal-assist e-bikes offer, which will be especially apparent in a major city like New York. Studies show electric bikes cause people to ride three times more often, and three times further than on a regular bike. This presents some very obvious benefits for one of the largest and most congested cities in North America.” 

    More information: Mayor's press release.

     


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    PARK CITY, Utah (BRAIN) — E-commerce retailer Backcountry.com this week announced a new line of branded apparel for outdoor and casual use and said it would add mountain bike items to its new house brand later this year.

    The Backcountry Lifestyle collection includes technical rainwear, T-shirts, dresses, shorts, pants, hoodies and shirts. A company representative told BRAIN that a mountain bike short and T-shirt, in men's and women's styles, will be added in July.

    Backcountry also is planning a more ambitious fall/winter line of Backcountry-branded technical clothing designed for backcountry ski and split-board touring, as well as more casual items.

    "Historically, Backcountry has curated premium outdoor products for the discerning adventurer. We've excelled at this because we're on the front lines of customer sentiment, and our Gearheads live and breathe the products that allow us to pursue the activities that inspire us," said Jonathan Nielsen, Backcountry's CEO. "Now we're taking that passion, expertise and decades of industry knowledge, and combining it to create product. It's exciting for us, because we are uniquely qualified to put these learnings to work."

    The company said the fall/winter line collection includes Backcountry-branded layering and insulation pieces, as well as products created in partnership with brands such as Black Diamond, Flylow, Smartwool, and DPS Skis.

    The first Backcountry-branded items are on the company's website at backcountry.com/backcountrycom#/new-arrivals.

    Backcountry has been owned since 2015 by TSG Consumer Partners. The company also owns CompetitiveCyclist.com.


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    The store held a grand opening event on Thursday, March 29.
    The France-based chain, with more than 1,300 stores globally, will offer its house-brand B'Twin bikes at U.S. stores and online.

    SAN FRANCISCO (BRAIN) — Decathlon, said to be the world's largest sporting goods retailer, is making its second stab at the U.S. market. Last week the company opened a 8,300-square-foot "lab store" on San Francisco's Market Street.

    Decathlon entered the U.S. market for the first time in 1999 when it bought the assets of MVP Sports Stores, a New England sporting goods chain with 20 locations. It rebranded the locations as Decathlon but shut down all but four of the stores in 2003 and shuttered the remaining stores, which were all in Massachusetts, in 2006. 

    In this go-around, Decathlon is exclusively offering its house-brand merchandise in its U.S. stores and online. That includes the B'Twin brand of bikes, clothing and accessories. The retailer used the Decathlon brand on bikes until about 2006 when it launched the B'Twin brand. Decathlon was the bike sponsor of the Ag2r pro team for several seasons. 

    The San Francisco store, which held a grand opening last Thursday, will "allow the brand to become familiar with the practices of local sports fans before a possible expansion throughout the United States," the company said. The company said the store does not look like most Decathlon locations.

    "It is intended more as a space for reflection, creativity and dialogue between Decathlon designers, customers and athletes. It also serves as a community hub for activities ranging from group runs to workshops and yoga. The retailer is also passionately devoted to the communities in which it operates, and is currently seeking out sports and community groups with which to partner in the local region," read a news release from the company.

    The company also is soft-launching its e-commerce program. Its U.S. website currently accepts orders only from California. A company representative told BRAIN a national e-commerce site is expected to go live in June.

    The San Francisco store currently has bikes in stock, but the latest models are still in transit and will arrive in about three weeks. The company offers a wide range of bikes; many of them priced aggressively. For example, its 2018 line includes the Ultra 940 Carbon, a carbon-framed road bike with Dura-Ace components and Zipp wheels that will retail for $3,999. 

    The first Decathlon store opened in Lille, France, in 1976. It now has 1,350 stores, in 39 countries. It began developing proprietary products in the 1980s and now has more than 25 of its own brands and says it files up to 40 patents every year.
     
    "What really sets Decathlon apart from other sports retailers is how we innovate, design and manufacture our own brands for each individual sport, which we make available direct to our community of sports lovers," said Decathlon USA's chief executive officer, Michel d'Humières. "Each of our products is the result of extensive innovation to ensure the highest quality product at the most affordable price, thereby making sports more accessible to everyone."

    "Presenting new products and high-value innovations are at the core of our business model," he said. "With this San Francisco space, our goal is to discover the best user experience in-store and online for Americans by understanding their needs in order to co-design together and create the best platform."


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