• High end Colnago’s like this C60 have a loyal customer base in Australia.
    High end Colnago’s like this C60 have a loyal customer base in Australia.

Colnago has launched an online sales platform in the U.S. Through the program, consumers are able to browse and purchase previous model year products, which will be assembled and delivered through local retailers.

The program, first announced to authorised Colnago dealers over the summer, is designed to drive online consumers back into brick-and-mortar retailers, the company stated in a press release.

Now available on Colnago's U.S. website, consumers can purchase bicycles and framesets at reduced prices, but are required to select from a list of nearby retailers for shipping. Retailers will remain fully involved — from assembly to delivery of the bicycle to the end user, according to Colnago.

All current model year bicycles and frames will still be exclusively available for purchase through authorized Colnago dealer showrooms or previously authorized online retailers, the company said. 2017 models will not be included in the program.

“It was important that we introduce a new way for U.S. customers to purchase Colnago products online,” said Billy Kanzler, National Sales Manager of Colnago America. “We're looking forward to collaborating with independent bicycle dealers across the country.”

Retailers have the ability to opt out of the program, but are encouraged to sign up as incentives will be provided to participating bike shops.

Meanwhile Australian distributor of Colnago, FRF Sports when asked for comment replied, “We are aware of this program in the US. There is no plan to implement this or a similar program in Australia.”

Most of this article was first published in Bicycle Retailer and Industry News.