Retailer partners with Storck to open concept store

By Jo Beckendorff

SANTA CLARITA, Calif. (BRAIN) — German brand Storck Bicycle GmbH is expanding its business in Northern America. With the help of a new exclusive partner, a Storck Concept Store has just opened here.

With the new opening in California, the company is now represented with a second concept store in the USA (the first one is based at Ata Cycle in Concord, Massachusetts.) The difference between both is that the Californian store is concentrating on nothing but the Storck brand. Further new openings are to follow before the end of the year, company founder and CEO Markus Storck said.

Since Storck made the switch to direct sales about two years ago, individual partnerships have formed important support for the D2C distribution system. According to Storck his brand has already a large fan base in the U.S. Supplying the additional store ideally complements the sales concept, he said.

The owner of the new concept store in Santa Clarita is industry newcomer Peter Dorantes. Born in Hungary, he lived in Germany for a long time and is himself a passionate Storck Bicycle fan. It was through a mutual friend in Hamburg that the idea of opening a store in Santa Clarita came about. According to Dorantes, the time couldn’t have been better to enter the bike business.

Markus Storck is pleased with the development of the concept store philosophy. The store in Santa Clarita offers a “unique shopping experience and professional service,” he said. In addition, experience shows how important it is to “to tap into the right markets at the right time,” he added.

“We’ll be getting more involved in the U.S. cycling scene again, so you can also admire our new top bikes on the gorgeous routes of the U.S.,” he said. 

The new Storck Studio Santa Clarita is at 24730 Avenue Tibbitts, Unit 180. More information: storcksantaclarita.com.