If you want to buy a Specialized bike, you’ll still have to go into your local Specialized dealer. But starting today, Specialized Gear & Apparel is available online.
The shift is headlined by Backcountry.com and their cycling specific site, CompetitiveCyclist.com landing the ability to sell Specialized gear over the web. Note that this only applies to things like helmets, shoets, tires, Roval wheels, saddles, apparel, components, and accessories. It does not include frames or complete bikes.
While a major online retailer picking up the brand is huge news, BicycleRetailer.com is reporting that the change could benefit current Specialized dealers as well. According to the email obtained by BRAIN, “all Specialized dealers can now sell equipment and frames online and that Specialized has invested in more omnichannel tools for its retailers, including lead generation, enhanced store pick-up and drop-ship programs, a home delivery pilot program for dealers, and website providers partnerships.”
Note that this seems to indicate that current retailers will be allowed to sell frames online, while Backcountry and Competitive Cyclist cannot. Regardless, it seems to confirm that Specialized is acknowledging a shift in consumer buying preferences while also trying to get their gear and component lines out to a larger audience.