Elite-pitch-5

ELITE STORE

ELITE STORE OPPORTUNITY

DISTINGUISH YOURSELF FROM THE COMPETITION
The retail landscape is rapidly changing and the way customers interact with
products across all retail channels is evolving. Consumers are becoming
increasingly fluent in the language of retail. While this trend presents a
challenge for most traditional bike shops, it creates opportunity for retailers
who cultivate compelling in-store experiences that can’t be matched online
or elsewhere. Partnering with Specialized gives you the opportunity to
elevate your retail environment and establish your store as the destination of
choice for your riders.

Our retail team is dedicated to developing highly professional
environments that are engaging, inspiring and fun to explore.
By combining our retail design expertise with your store’s unique
culture, together we can create the best and most innovative bicycle
retail experience possible.

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DESIGN PHILOSOPHY

When we partner in store design, the result exceeds what is possible individually.
Our goal is to embrace and extend the best of what you do and provide you the
platform to accelerate your business.

Design is not just to create beautiful environments,
but to improve store performance and create an
emotional connection.

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DESIGN PHILOSOPHY

LAYOUT BY RIDER EXPERIENCE

Good retailers emphasize the experience over the transaction. Arranging your store to highlight specific rider
experiences and showcase the related bikes and equipment allows customers to understand the breadth of your
product offerings. Cross merchandising product related to a rider experience aids in add-on sales and provides an
opportunity for your staff to develop better interaction with customers.

FIT STUDIO ROAD

ADVENTURE FAMILY & FITNESS
S-WORKS FEATURE DISPLAYS

CASH WRAP WOMEN’S
COMMUNITY

SERVICE

MOUNTAIN

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DESIGN PHILOSOPHY MOUNTAIN

Images within rider experiences provide an inspiring, dynamic backdrop for
the product and the neutral store color palette lets the product be the hero.

ROAD

FITNESS WOMEN’S

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AUTHENTICITY

Your local culture and sense of self is essential to the long term success of your business. Incorporating
elements of your brand identity is integral in the store design; we work closely with you to source local
and reclaimed items that speak authentically to your community & heritage.

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COMMUNITY

Engaging your riders is something you do
best. Having a space dedicated to heritage
pieces, local events, and community
gatherings is a way to activate your retail
environment and elevate the rider’s
experience. We’ll work with you to design
this space and ensure it flows seamlessly
into the rest of the store.

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FIXTURES EVO WALL

A comprehensive fixture strategy is created which combines Specialized
Heritage fixtures with custom elements. This combination provides an
elevated visual consistency within the store environment and is balanced by
touches of localism to create engaging points of interest.

EVO LITE WALL

CUSTOM PLATFORM CUSTOMIZED FLOOR FIXTURE TABLE FROM FRASER

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FINISHES

Our paint palette is designed to create a calm and non-distracting environment
in order to highlight product. The neutral paint finishes shown here are used as
the primary colors in your store. In areas without paint, we seek to celebrate the
existing or regional materials.

PAINT PALETTE

AMHERST GRAY JET BLACK WHITE WISP

FLOOR FINISHES HARDWOOD POLISHED CONCRETE
RUBBER

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EXPECTATIONS

In order to fully realize the potential of an Elite Store, several key commitments are made by Specialized
and the retailer. These commitments are the foundation for creating a powerful partnership.

Specialized Team’s Commitments:

• Professional store design, space planning and project management services
• Design Package to include floor plan, fixture layout, coded finish plan and 3-D views
• Investment in fixtures, graphics, signage and other approved design elements
• Professional Visual Merchandising services at initial set-up and up to 4 times annually (upon request)
• Priority product allocation
• Best available pricing and terms, plus additional dividend opportunity
• Heightened presence on our Retailer Locator at www.specialized.com with Elite Store icon

Elite Store Retailer’s Commitments:

• Physical space & location conducive to an elevated retail experience
• A minimum of 3500 square feet of retail space, with 5,000 being ideal
• A minimum agreed upon purchase level
• A minimum of half of your full-time staff will attend SBCU every year
• One manager/owner to attend SBCU Retail Excellence Class within first year of store opening
• Rider focused, passionate about the Specialized brand and product and continually strives to be a leader in their market
• A dedicated Visual Merchandising coordinator that works with our team to ensure the best maintained environment
• 5-year agreement to the model (with an option for an additional 3 years, where re-investment is expected from both parties)
• Sharing of sales information on a quarterly basis or as requested

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TIMELINE

STORE OPENS

BUILD
6-8 WEEKS

PLANNING DESIGN • Finalize project timeline
1-2 WEEKS 4-6 WEEKS • Approve fixture & signage orders
• Complete painting & construction
• Initial floor plan • Fixtures, graphics, signage, delivered
• Image selection • Final setup
• Elevation drawings
• Approve Final Design

APPLICATION • Project kick-off call
3-6 WEEKS • Schedule site survey
• Complete planning guide
• Submit Executive Summary & Financials • Submit CAD drawings
• Submitted documents reviewed by

Specialized
• Come to agreement on contract terms

with Market Development team
• Contract signed

NOTE
Red Task = Retailer Responsibility / Critical Milestone

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GETTING STARTED

To learn more about the Elite Store opportunity, please contact your Business Development Representative or
Regional Market Developer.
We hope you are as excited as we are for this potential partnership as an Elite Store. The cycling industry is
enjoying an exciting evolution and together, we have an opportunity to play an influential role in what directions
it goes. We strongly believe that through our mutual passion for cycling and success, great things will come.

“We’ve had a lot of people tell us that the store not only looks better,
but that they’ve found products that they didn’t even know we had
before…people are really taking a liking to the look and feel. That’s
an important part of our business, keeping our customers happy.”
- Taylor Kopf, Cognition Cyclery

Specialized Bicycle Components | 15130 Concord Circle | Morgan Hill, CA 95037 | 408-779-6229 11