Trek Bicycle, Direct Stores, Europe

Trek Bicycle, Direct Stores, Europe



Trek Bicycle is world known company that few years ago had decided to start investing into their own concept stores where it could have control over customer service and wholesale process as well as the choice of the stock.

As previously wholesale business only it was challenging task to become successful retailer.

Trek wanted become boutique like store with the sleek, contemporary look that comes good with their high technology brand and beautifully crafted bikes they are producing but at the same time they wanted to have a look and feel like local bicycle store.

Our Creative Director worked closely with HQ in USA to understand new brand requirements and to deliver profitable, well designed stores that would be not only just another bicycle store but the place that customer wants to come back to for planned cycling events, Trek remarkably high standard bike service and great customer approach, whilst drinking Segafredo coffee.


Trek is now having more than 10 direct stores across Europe with one of the best customer service reviews. The stores had been many times complimented by their customers regarding their unusual to bike stores environment, boutique like feel without bikes crowding and piling up.

Trek stores attract customers in all sorts of ways and build great community of bikes around them. The customer area with event announcement board, new bike day photos, inspirational films played all day long and great coffee are lively and constantly developing.


The project was done whilst working for Trek as Design Lead / Construction Manager Europe.