You can now buy a bike directly from the Specialized website

Beginning Tuesday, February 1, Specialized will begin direct-to-consumer sales, primarily shipping built bikes directly to their customers’ doorsteps—and without any dealer involvement.

Although there are already many bike brands operating under this model, not the least of which is Canyon, Specialized will be the first “big brand” to bring this option to its customers worldwide.

Customers will still be able to purchase Specialized bikes from specialty brick-and-mortar dealers, including independent and company-owned stores. The direct sales option is offered in addition to the many existing methods of purchasing a Specialized bike.

This brings the total number of ways to buy a Specialized bike to five…

1. Walk into a brick-and-mortar specialty dealer and buy a bike on the spot.

2. Find a bike on Specialized’s website, then use the dealer locator to find a store that has the bike in stock – the customer then contacts the store directly

3. Buy directly from the Specialized website and have the bike delivered to a Specialized level 1 or 2 retailer closest to the customer. The dealer would then assemble the bike and the customer would pick it up. The dealer would get 50% of the normal margin on the sale.

4. Buy direct from Specialized’s website and choose to have the bike delivered in a mostly assembled state – similar to what’s offered by brands such as Canyon. The packaging will include tools and a QR code that links to videos showing the customer how to assemble the final parts of the bike.

5. Buy direct from Specialized’s website and choose to have the bike delivered to the customer’s door by a Specialized retailer. The dealer will provide “white glove” delivery and assembly and the dealer will receive 75% of the standard markup for providing this service.

Regarding customers going the direct sales route, Specialized said: “With our Ship to Home option, we’ll help you choose the right bike and ship it where you want it – pre-built and tested by experts. professionals. With just a few parts removed for shipping, your new Specialized will be ready to ride in minutes.”

With the continued strains on the supply chain, Specialized—along with many brands—raised the prices of their bikes. During a trial period, C.W. saw the price of the Specialized Aethos Comp drop from £4,500 to £5,000. With the profitability of direct bike selling, it will be interesting to see what the next price move will be.