Giant to start selling bikes direct to customers in the US

The rise of direct sales brands like Canyon and Rose have really shaken up the cycle market in recent years, with competitive prices and bikes delivered straight to the customer.

Last summer Trek announced it would be going down the direct sales route in the US, though with bikes delivered through a Trek store. Now Giant has announced it is also going direct in the US, allowing customers to buy a Giant online and collect from a Giant Store.

Giant is launching the new direct sales scheme in March starting with a small group of retailers, while it refines its tools and processes, before a widespread launch in August, reports Bicycle Retailer. 

The big difference between the direct sales approach of Canyon, for example, and Giant, is that the latter ships the bike to a store where the customer can collect it. 

The new scheme follows the success of a “Click & Collect” program that has been run by Giant in the UK for several years. Click and collect has been one of the big developments in the retail industry and has been helping to drive high street revival, providing more competitive prices and convenience for the customer.

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As well as bikes, the scheme will also apple to Giant brand components and clothing, but these smaller items will be shipped directly to the customer. 

“The way consumers buy bikes and gear is rapidly advancing and we want our retailers to win as the environment transforms here in the U.S.,” said Giant USA’s general manager John Thompson.

It will be interesting to see how this is received by US customers, and if it’ll start to shape the way we here in the UK buy bicycles. It remains to be seen how this direct sales shift will impact price, the biggest driver in online sales, of the bikes sold by Trek and Giant.