Cinelli-USA, the exclusive distributor of the Italian-made bicycles, has begun selling framesets and apparel direct to consumers online in North America through Shopatron.


To bring the brand online, Cinelli-USA chose Shopatron's retail-integrated eCommerce solution because it allows the company to fulfill online sales through local bike shops. The unique eCommerce model opens an online sales channel for Cinelli while still growing and supporting their primary distribution channel – local bike dealers. Cinelli is an iconic cycling brand. Their bicycles have won 28 gold medals in Olympic games and world championships. The company is also famous for introducing many components of the modern bicycle, such as the modern handlebar, the first saddle with a plastic frame, the first foot straps and the first clipless pedal. With this history of innovation, it is not surprising to see Cinelli become a trendsetter in eCommerce.

“It was easy for us to partner with Shopatron,” says Bill Lane, Marketing Director for Cinelli-USA. “Cinelli has always been a forward-looking brand, so it was natural for us to seek an innovative way to better serve our customers. eCommerce enables us to sell to potential customers in underserved parts of North America, while at the same time incentivizing new dealers to partner with us in these markets. It's a win for the brand, for the customer and for our retail partners.”


Cinelli-USA joins the growing list of cycling industry leaders already using Shopatron, including Giant, Diamondback, Ritchey and Louis Garneau. Cycling brands using Shopatron's eCommerce platform saw a 29% increase in same store sales from 2010 to 2011. Shopatron works with over 45 cycling brands that partner with 1,900 retailers in the Shopatron fulfiller network.


“Cycling brands today need to sell online to reach all of their customers,” said Mark Grondin, Shopatron's SVP of Marketing, “but with 90% or more of their sales coming from local bike dealers, they can't afford to jeopardize those relationships. Shopatron is the only way to support both groups. Cinelli is a great example of a strong brand that can benefit from building relationships with both dealers and consumers.”



Cinelli-USA is a select brand of US bicycle parts distributor BTI, based in Santa Fe, NM.