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Assos Brings ProShop Concept to North America

Assos of Switzerland Brings ProShop Concept to North America with Openings in Toronto and Washington DC

Assos, the pioneer of technologically advanced, design-driven cycling apparel, is pleased to announce the opening of their first two ProShops in North America with La Bicicletta in Toronto and Fresh Bikes in Arlington, VA. The grand openings were celebrated on March 27th and 29th in the respected shops with a special appearance from Andrea Zamboni, the iconic Assos model. They are honored to open their doors to two of the most prestigious bike shops in North America. The ProShop, “Shop in Shop”, concept was introduced by Assos in December 2012 in Madrid with Castellana Cien Bicis. Since then they have opened 17 total ProShops across the globe and 8 more scheduled by the end of 2014.


Assos ProShops selectively pair with the most committed independent Assos specialty retailers that have proven their excellence in selling the Assos products over multiple years. ProShops are carefully handpicked and go through a detailed selection process by Assos to determine the best possible fit. They are qualified based on the retailer’s love, belief and history in representing Assos. The sales staff is knowledgeable, friendly and specially trained to sell Assos. Not only is the staff able to give detailed information on all the Assos products, but also they are eager to provide the best possible service to the Assos rider.

Partnering with Assos is one of the best things we have done, and the quality and attention to detail of Assos products is perfectly aligned with the services and amenities we attempt to deliver to our customers during each visit. We couldn’t be happier with the relationship,” said Fresh Bikes owner Scott Mcahren. We are proud and excited to be chosen as the first pro shop location in the U.S. The launch was incredible and based on the turnout it looks like the ProShop is going to be a huge success.”

The Assos ProShop is based on the idea to create a place where the Assos rider can experience the world of Assos and get a glimpse inside of the brand surrounding the products. Within each store, the Assos ProShop furniture (Assos Display System) is used to merchandise the product. The custom furniture is designed by the Assos in-house architect, Alfonso Giron, and produced by a furniture specialist in Italy. To ensure the layout of the ProShops are as functional as possible and the quality of the furniture is always at the highest level and consistent in all Assos ProShops around the world, all projects are planned centrally by Alfonso and all furniture is produced and shipped from Italy.

La Bicicletta General Manager Heath Cockburn shared, “We believe Assos is unequivocally the best cycling apparel, integral to a positive riding experience for our customers. Naturally, we worked hard behind the scenes for three years getting our ProShop status and installation. Seeing it in place is very exciting, and it elevates our store to the next level.”

The unique retail “shop in shop” concept is based on creating a long-term partnership between the premier specialty retailers and the Assos brand. Since the partnership is entered into selectively and based on a long-term model, Assos believes in the importance of making it a win-win partnership and thus shares the costs with the retailer. Therefore, it is both the retailers’ and Assos best interest to make the shop space as successful as possible. There are further plans to expand the Assos ProShops across North America continuing to partner with selected premier retailers.

“We are proud to open the two very first Assos ProShops in North America with two of our most committed and knowledgeable retailers,” said Peter Hammerschmidt, General Manager Retail and Brand Office. “Both La Bicicletta and Fresh Bikes have been selling Assos for many years and have become real Assos aficionados. We would like to thank them both for giving us this great opportunity for our brand. The shop concept has proven its success in other European stores, and we are very confident that this success story will also continue in North America.”

About Assos of Switzerland
Based in Ticino “Terra di Ciclismo”, Switzerland, Assos SA was founded in 1976 with the creation of the first ever Lycra® cycling shorts. Thanks to its continued investments in R&D, the company has developed a number of innovations that have influenced the direction in which the bicycle industry has evolved – most of them are now industry standards: first Lycra® shorts (’76), first sublimation on a cycling jersey (’80), first Elastic Interface cycling short insert (2001), Choose your Comfort concept (2003), Project Starburst, the fastest cycling bodysuit on earth (2004), S5 the next cycling shorts generation (2008) and the S7 game changer cycling short generation (2013).

Today, Assos proudly provides the Total Cycling Comfort to more than 30 countries around the world: the integrity of the brand is safeguarded by carefully selected distributors who present Assos products to their markets with local expertise. Assos North America based in Montreal, Canada, represents the top cycling retailers in the United States and Canada. For more information visit Assos.com. Please direct general dealer and sales inquiries to Hans Bergman, Assos North America Director of Sales and Marketing, [email protected]

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