Orbea Focuses on Omni-Channel Distribution
MALLABIA, Spain – Orbea switches to omni-channel for which the Spanish bike maker recently built an attractive site. Here consumers can order bicycles, e-bikes, eMTBs and accessories easily. Subsequently these products are to be delivered to consumers through registered Orbea dealers.
Orbea S. Coop. has switched to omni-channel in ten European countries. The company, which is part of the co-operative Mondragon. It owns and runs 261 companies with close to 75,000 employees. Orbea offers it online shopping service currently in Austria, Belgium, France, Germany, Italy, Ireland, the Netherlands, Portugal, UK and Spain.
Orbea has invested heavily in its new site www.orbea.com
Products that are ordered here can only reach consumers via Orbea dealers. Orbea CEO Jon Fernández says on this, “The dealer keeps his regular margin. He handles the delivery of the bike to the consumer including all matters that come with that. And the dealer continues to be the Orbea banner to its customers.”
For its switch to omni-channel and with that a stepped-up delivery capability of the online ordered bikes to dealers/ consumers Orbea stopped its production in China. Instead, the company’s assembly capacity at its plant in Portugal were expanded. In April 2015 the bike maker bought a 8,000m² facility that has been equiped for state-of-the art assembly. In a press release Orbea mentioned that the expansion of its Portuguese facility is aimed to enhance service speed, flexibility and customization.
In the same press release the Spanish bike maker also said to be increasing the customizing potential of its production center in Mallabia, Spain.
According to Orbea CEO Jon Fernández a by consumers online ordered customized bike can be delivered to dealers in the ten mentioned countries within 3 to 4 days.