Giant Stops Cooperation with Retail Organizations

LELYSTAD, the Netherlands –Giant Benelux has cut all its ties with local retail organizations. The decision caused lots of turmoil among Dutch IBDs and their retail organizations, Bike Totaal, Biretco and Twico/Bico. Whether Giant will do the same with retail organizations in all European countries is not yet clear as the spokesman for Giant Europe was not available for comment.

About why Giant Benelux stopped all its business with retailorganizations; it was said that: “It is very difficult to maintain a close and long term relationship with IBDs through retail organizations.”

Promotion

Giant Benelux further stipulated that market developments require an integrated cooperation and that that is best suited with direct contact between supplier and dealer. Giant also wants to adjust its promotion to the local situation of the IBDs. This can not be done via the retail organizations, according to Giant.

The retail organizations were, to put it mildly, not amused with Giant’s decision. “After 13 years of close cooperation, this came as an absolute surprise”, stated Jeroen Schrijvers, Product Manager at Bike Totaal. “After the Giant announcement we had meetings with our members that are Giant dealers and decided to ask Giant to reconsider their decision. So far we have not had any reaction.”

“Some years ago Giant made a clear choice for exclusive distribution through IBDs”, explained Jordy Veldhuizen, Giant Benelux Retail Support Manager. “Our decision to deal directly with IBDs underlines this strategy.”