Alchemy Bikes and Beeline Connect offer direct-to-rider shop support

Alchemy Bikes has expanded a two year long partnership with Beeline Connect in a bid to service its direct to rider delivery model, but maintain the professional services of registered bike shops.

It’s fair to say that the DTC channel as a business model has taken some heat within the bike trade this past fortnight. Some of that can be attributed to communication, some to a major change to the landscape for IBDs representing a major brand going direct, whilst aiming to maintain a retailer relationship.

In a press release, the two businesses outlined establishment of, “a nationwide network of Certified Alchemy Service Centres who are specifically trained to service Alchemy’s premium bikes” as part of, “an innovative effort to improve service options on their direct-to-rider bikes, while also advancing its commitment to bike shops…”

“By adding local bike stores to its Service Centre map, Beeline Connect – an online platform that connects riders, retailers and brands so consumers can order a bike and pick it up at a local shop ready to ride – the Beeline Connect partnership will provide Alchemy’s new and existing consumers easily accessible information on where to get their bikes serviced, through Beeline Connect’s nationwide network of more than 1,200 bicycle retailers.”

Critically, both Alchemy and Beeline highlight that, customers can be, “extra confident since these Service Centres are hand-picked by Alchemy to provide the best service.”

“It is a natural addition to Beeline Connect’s fulfilment program that Alchemy has been using for the past two years,” said Ryan Cannizzaro, Founder of Alchemy Bikes. “We have many existing customers who look to us when their bikes need service, and this turnkey Service Centre map is exactly the solution we needed.”

“There’s this idea out there that direct-to-consumer brands are anti-bike shops. But Alchemy is a big supporter of local shops and mechanics: Our bikes are meticulously crafted, and the service they receive after purchase should be just as meticulous,” adds Cannizzaro. “We believe this is a way for participating stores to generate extra service business while Alchemy Bikes riders can be assured of the quality of that service.”

Retailers can request to be included in the Service Center map through the Beeline Connect dashboard using their free Bridge subscription. Alchemy can then approve or deny a specific retailer’s request to be a servicer of Alchemy bicycles.