Bianchi USA launches e-commerce for bicycle components and accessories

Contact: David Reed, Bianchi USAdavid@bianchiusa.com510-264-1001Bianchi USA online store features coveted, hard-to-find Bianchi exclusives like pro team apparel and Celeste components.Hayward, CA —
With Bianchi USA's recent launch of an
online store, consumers don't have to look very hard to find one of cycling's most wanted lines of parts, accessories and clothing. The store offers broad choices within seven product lines in a secure easy-to-browse format that's always open at www.bianchiusa.com.

In offering one of the deepest selections of European cycling merchandise on the Web, the store raises Bianchi USA's online profile to a higher level. The main site of Bianchi USA's corporate parent, at www.bianchi.com, was one of the first major cycling sites when it launched in 1995.

In the past year, Bianchi.com has seen several upgrades, including development of more distinct content for Bianchi USA bikes. Bianchi USA created the online store to give its loyal U.S. customers greater access to its sought-after goods like pro team clothing and components, many in Bianchi's signature Celeste color.

"The parts and accessories have always been available through Bianchi USA dealers," says Rod Jewett, Bianchi USA's president. "But our P&A line is
different than most, with a lot of SKUs and new merchandise, so it is hard for dealers to make the commitment to stocking it all. At the same time, we get calls from consumers who can't find a specific Bianchi item that they may have seen in our catalog or at a race. With the online store, we're able to satisfy that demand and show our line to every visitor."

The store items continue to be available from Bianchi USA dealers at the same retail prices as online. "The online store makes it easier for shops and consumers to know about Bianchi merchandise," says Jewett, "so the line has become more salable at the dealer level. We have links from our dealer-search page to the sites of Bianchi dealers, and we encourage customers to visit those shops. When you buy from a dealer, you can get your hands on in-stock Bianchi merchandise instantly and not have to pay for shipping. When you shop online, you're assured of maximum availability."

The Bianchi online store offers every item in the line, including all sizes,colors, styles and new additions. Like a retail shop, the store is organized into departments: Mercatone Uno-Bianchi team apparel and merchandise, Bianchi-Martini team apparel and merchandise, Bianchi team apparel, Bianchi classic apparel, casual clothing, T-shirts, and components/accessories.

Most of the merchandise originates in Italy--highlights include acclaimed Santini-made cycling apparel (from peloton-issue team jerseys to traditional wool jerseys) and exclusive made-for-Bianchi renditions of popular parts like Flite saddles and Look pedals.

"Bianchi's rich 115-year history has created one of the most powerful brands in cycling," says Jewett. "We are fortunate to have many Bianchi fans in the U.S. market. One goal of our merchandise program is enabling our customers to display their affinity for the brand with the highest-quality apparel and components. The online store makes this goal that much easier to attain and reinforces the core Bianchi image."

Consumer response has been swift, with the
store recording steady traffic and sales from the moment it went live. The store's seven sections are easy to navigate and purchase from, and all transactions are protected by a secure server. Customers pay full retail price and are responsible for shipping and tax where applicable.

The Bianchi USA Web presence, including e-commerce functionality, was created and is managed by Geronimo Design of San Francisco.



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