Trek Bicycle Corporation has expanded its Waterloo, WI-based Retail Design Lab, creating an all-new space dedicated to finding design solutions that benefit Trek’s independently-owned retailers worldwide in the form of product packaging, visual merchandising, and environmental design.


The on-site retail environment, completely powered by wind, will produce improved packaging, fixtures, and POP for the company’s global retailer base, and aims to solve the challenges of telling the brand’s story across numerous countries and languages.

“At Trek we know that our success lies in the success of our retailers,” said Jeramie Selders, director of retail design and environmental design at Trek. “Helping retailers improve the look and feel of their stores is an increasingly important resource in helping them grow their businesses. Beyond that, being able to communicate our brand message through our retailers across dozens of countries and languages is a massive challenge, but one that Trek is uniquely equipped to address with this design lab and staff.”


Developed by Trek’s Creative Design Studio, the 1,800 square-foot space is the third iteration of the Retail Design Lab since 2008, which produced the brand’s current visual merchandising standards, fixture offerings, and the company’s in-store Project One custom program displays.


The Retail Design Lab is adjacent to the factory space of the carbon frame manufacturer, and incorporates reclaimed ash from Wisconsin barns in combination with steel fixtures to pay homage to the brand’s humble beginnings of building steel frames in a small barn in downtown Waterloo. The materials were all locally-sourced, and reflect Trek’s commitment to sustainable business practices. From helping existing retailers improve the appearance of their stores, to building out new concept stores in emerging markets, the Retail Design Lab is a vital asset for the global brand to tell their story in a visual format, with no translation necessary.