The all-new Pirelli PZero road bike tires launched this past summer with some innovative tech & reasonable pricing. And now Pirelli are already building out a multi-channel retail strategy. Sold initially through bike shops and independent retailers, they’ve now opened up their own online store to increase consumer availability. At launch, the program is limited to select European markets (Italy, France, Spain, Germany, Benelux & the U.K.). In addition to the tires, the’ll use their e-commerce platform to offer limited edition capsule collections, including an upcoming Pirelli Design x Castelli cycling apparel collaboration. We’ve reached out to check in on more details about direct & shop availability of the promising new tires outside of these select markets, and will update when we know more.