Giant Outlines Its Retail Strategy

LELYSTAD, The Netherlands – Giant’s last week announcement that it stops its cooperation with retail organizations was reason for turmoil among distributors, retail organizations and dealers throughout Europe. In particular because of the question whether this cooperation stop was for the whole of Europe?

Next to that there’s lots of speculation on Giant stepping into retailing with its own stores, like the company is doing in Asia? John Koo, President of Giant Europe, said that Giant’s Retailing Partner Program is the cornerstone of the company’s strategy for the coming years.

"No intention to enter into the retailing business in Europe"

John Koo further stipulated: “Giant considers Giant dealers as GRP (Giant Retailing Partner), and with that is to find ways to help and support our GRP to become the best retailer and foster a win-win long-term partnership. Giant has no intention to set up our own retail stores, or to enter into the retailing business in Europe.

“In most European countries, Giant has built an ‘exclusive’ Giant dealer network through our GRP program, and is doing business directly with Giant retailers. But here are also countries, where Giant is also doing good business with retailing organization or buying groups, who provide good added value and play an important role in the business process which benefit both dealers and Giant for long term.”

“Giant Benelux has no cooperation with ZEG on contracted base in Holland & Belgium since the beginning of ZEG in Benelux, but this has no impact to our continuing supply & service to our dedicated ZEG bicycle dealers in Holland for many years.”

“Since every country is different, the general manager of each Giant sales company is authorized to make the strategic decision about the most suitable dealer network for that country, and the way of cooperation with the dealer/retail organizations. In this case, Giant Benelux has made their decision for Holland. Giant Benelux will continue to support through the GRP program our existing dedicated dealers; even if they belong to one of the retail organizations in the country,” said Giant Europe President John Koo.