Specialized Starts Selling Through Backcountry and Competitive Cyclist
Specialized now sells equipment through e-commerce giants Backcountry and Competitive Cyclist
Independent dealers will be able to sell frames and equipment online
Bikes will still be sold exclusively through Specialized.com and independent dealers
If you browse the homepages of Backcountry or Competitive Cyclist today, you’ll find big new addition to the e-commerce inventory: Specialized. The company, which had previously sold mostly through its own site, JensonUSA, and through Specialized independent dealers, began its partnership with the two commerce giants in early July.
A company email from June 24 obtained by Bicycle Retailer details the company’s decision to expand its online sales network. “It has been proven that by partnering with the best Ecommerce retailers, the demand for products increases in the market,” said Jesse Porter, head of sales and business development for Specialized, in the email. Porter also noted that the new retailers will sell only equipment, not bikes or frames. Specialized did not immediately respond to Bicycling questions regarding the partnership.
Specialized is the second of the three biggest specialty U.S. bike brands to shift some of its sales to a major e-commerce partner. Last year, Trek began selling its Bontrager line of components and apparel through REI’s website. By contrast, Giant hasn’t partnered with a major e-commerce retailer in a meaningful way, selling its bikes and gear almost exclusively through its own site and a network of independent bike dealers (IBDs).
The email also included changes for Specialized IBDs: The dealers will now be able to sell frames and equipment online. The company noted its commitment to independent dealers by emphasizing its investment in home delivery, store pick-up, and drop-ship operations.
There are currently 279 Specialized items for sale on Competitive Cyclist and 275 on Backcountry, and all of the main non-bike categories are available: apparel, components, accessories, and more. Below, we’ve included a selection of some of our favorite Specialized products now available on Competitive Cyclist.
You Might Also Like
