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Updated: Specialized confirms direct-to-consumer bike delivery is free

...although you'll need to pay if you'd like a technician to deliver your bike and ensure it's set up properly

Specialized yesterday introduced direct-to-consumer online bike sales in the UK and has announced that its Ship to Home option – where your bike comes in a box – is free. The Specialized Delivery option – where a technician brings your bike to your home and ensures that it fits and is set up properly – is available only for bikes over £2,500 and costs £75.

You could already buy Specialized parts and accessories (including clothing) on and have them shipped to your home address, but although you could select and pay for a bike through the website, you had to collect it from a dealer.

2022 Specialized Diverge Expert Carbon - 2.jpeg

That is all changing on 1st February 2022 with the addition of “Rider Direct” options for the purchase of non-electric bikes from Specialized's website.

This means that consumers will have several different options open to them when they buy a Specialized bike. They can still go into a shop and buy in the traditional way, and they can buy from the Specialized website and have the bike delivered to a Specialized dealer close to them, as previously.

On top of that, you can now buy directly from the Specialized website and have the boxed bike delivered to your home in a mostly assembled state. Existing direct-to-consumer brands like Canyon already do this, of course.

"With our Ship to Home option, we’ll help you choose the right bike and ship it right where you want it—pre-built, with minimal assembly required," says Specialized. "Need help? A Rider Care Specialist is a phone call away. We can also connect you to your local retailer who knows, like, a lot about bikes."

2022 Specialized S-Works Crux.jpg

Specialized is also introducing a “white glove” Specialized Delivery service.

"We’ll bring your new bike directly to your home, or wherever your preferred delivery address may be," says Specialized. "There, a professional technician will ensure it fits, and is set up properly. Then, we’ll get your bike registered, go over basic maintenance, and have you take it for a spin."

We can’t think of another bike brand that offers a similar service. There will presumably be an additional cost involved but we don't yet have details.

"These new delivery options are part of our larger initiative to bring the greatest human-powered machine to as many humans as possible," says Specialized. "We believe that a bicycle is more than transportation. It’s a tool to transform the world."

There is also ever more consumer demand – not just in cycling but generally – for the ability to buy online.

"As always, your trusted Specialized retailer will be there to guide you if you prefer to shop in-store and ensure that you have a great experience for a lifetime of riding," says Specialized. 

Specialized's Service Charter allows you to access warranty services at any Specialized retailer, regardless of where you bought your bike. This extends to the new purchase and delivery options; if you have an issue with a delivered bike, you can take it to any Specialized retailer for help. Any warranty service will come at no cost to the rider, and the retailer will be credited for any labour they need to do.

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Ginsterdrz | 2 years ago

I've always managed to negotiate at least 10% off price at Spec dealers. I guess that's not possible on 'direct buy'. My favourite local dealer (sadly retired) would take 20% off bikes without arguement. I no longer see Spec as value for money.

Milkfloat | 2 years ago

If Specialized don't drop their dealers the dealers will drop them.  The dealers won't appreciate being cut of the the bikes sales side of the business.

Sriracha replied to Milkfloat | 2 years ago
1 like

Actually, I wonder how this might work out in practice. Assuming Specialized are not undercutting their dealers on price, it might be to the benefit of dealers if it results in more Specialized bikes sold, driving more service and accessories business to the dealers.

Rapha Nadal | 2 years ago

Will this end up in pricing reductions though?

mdavidford replied to Rapha Nadal | 2 years ago

Wouldn't have thought you'd need to worry about that after just becoming the most winningest ever.

Rapha Nadal replied to mdavidford | 2 years ago

Rich folk are also notoriously tight!  How do you think they remain rich!

TheBillder | 2 years ago
1 like
Specialized wrote:

We can also connect you to your local retailer who knows, like, a lot about bikes."

We, like, can also, like, connect, like, you to, like, your, like, local, like, retailer who, like, knows, like, a lot, like, about bikes."

I just thought I'd, like, complete the translation for under 14s.

maxdabrit | 2 years ago

One brand shops seem to be the desired way to bridge the direct to consumer market , here in the US.

Specialized has already begun copying the Trek 'corporate store' business model, recently purchasing the 5 stores of a local bike shop chain for conversion. 


Moist von Lipwig | 2 years ago

"They can go into a store a buy in the traditional way"

I don't think is entirely accurate, (Google 'Mikes Bikes Specialzed') sounds like they're pulling out (or have already) of their existing dealers in favour of their own Specialized stores. So there's be far fewer of those dotted around I expect.

Secret_squirrel replied to Moist von Lipwig | 2 years ago

Hmm.  That Mikes Bikes may be co-incidence.  Last year they were bought by the same group that owns Cervelo.

Moist von Lipwig replied to Secret_squirrel | 2 years ago
1 like

Ah yes, you're right. Memeory failed me there, seems that was the easy reason for Specialized to split from that chain - what I was thinking of was something linked off the back of that article.


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