Distributor of Colnago calms nerves over direct to consumer offering

A distributor has moved to ease trade concerns following headlines posted last week detailing how Colnago may be following other notable brands down the direct to consumer / omni-channel route, albeit just with one limited model.

CI.N has confirmed with the UK wholesaler of the products this week that the C68 promo is a one off customisation project aligning with the firm’s NFT programme; in fact in the UK the bikes can still be purchased via a bike dealer.

Understandably, the news was met with questions by bike dealers as to how far the scope of this direct delivery would stretch. The announcement had down three separate road, gravel and all-road frames on offer directly, each with its own NFT (Non-Fungible Token); a means to prove ownership of the limited edition bikes. Each bike will carry an NC tag on the down tube, which confirms ownership via a scannable ‘digital passport’.

Colnago says that this form of unique registration will enable certification of any given bike’s participation in ‘exclusive and official events’, something which the brand will expand upon later this year.

“Colnago are offering the NFT Custom Colour C68 to an exclusive group of consumers who may wish to have an NFT C68 customised and delivered to them. For this it will initially be offered in Europe in the following countries: Italy, Spain, Portugal, France, Germany, Belgium, Holland, Benelux, Czech Republic & Slovakia, plus Denmark,” started UK distributor Windwave.

“It will then later roll out into more territories where there isn’t an established Distro/Dealer network. For the UK market, the NFT bikes can be purchased through the Dealer. To note the product being offered in this omni-channel offering is only the custom NFT configured complete C68 bike. (One product).

“Stock listed colours of frames and bikes in the C68 range along with all other Colnago models aren’t available through this channel,” added the distributor in response to trade concerns about further direct offerings.

Consumers buying in to the package can expect to be paying in the region of €16,780 for a top-spec build. As part of this experience, the consumer will be able to create a dream build around their bike fit data before going on to tailor the colour scheme and spec via an online configurator.

The three models on offer do not simply replace components to meet the desired usage. Colnago will adorn the C68 moniker to three entirely different frames across a range of frame sizes to achieve a tailored fit. Disc brakes will be the standard option for customers, though rim brake iterations will follow up by August, according to the brand. Furthermore, a limited edition run will carry 3D-printed titanium lugs.

Each frame will tip the scales in the ballpark of 925 grams (depending on size) for an unpainted frame. As you’d expect for the money, each comes with a lifetime guarantee which is expanded to cover the CeramicSpeed SLT headset.