India's leading bicycle brand and a Hero Cycles Group Company, offering an exclusive and expansive range of premium bikes and accessories announced the opening of their first experiential store for kids and pre-teenagers in New Delhi.
Located inside the biggest toy and cycle market of North India (Jhandewalan, New Delhi), the store is designed to celebrate personal expression and communal creativity. The store has a unique graffiti wall using blocks, a rock climbing zone, a kids lounge, and many other exciting activities dedicated to children. The one of a kind experiential store will house kids bikes (3-9 years) and junior bikes (9-12 years). The cycles range from 14” to 24” segment from the price point Rs 5,500 till Rs 17,500.
The Covid-19 pandemic has resulted in unprecedented bicycle sales in India, as more and more people try to remain fit and avoid public transportation for fear of contracting the virus. Consumers are looking for an outdoor and kid-friendly activity to help better combat the challenges associated with stay-at-home order. Cycling fits the bill well. Firefox has registered a 2X growth and is coming largely from children, hybrid, and adult leisure bikes that carry a more approachable price point.
In an industry first, Firefox demonstrated agility and has strengthened its online presence by integrating the dealer network, inventory, and even after-sales service on the cloud. The company has registered a 10X increase in online sales since May 2020.
On the store opening, Sukanta Das, Chief Executive Officer of Firefox Bikes, said, “There has been a paradigm shift in these times, and cycles are now evolved as a medium of transportation to transformation. The retail proposition here is a connection of commerce, creation, sharing experiences, and digitally communal spaces that are designed keeping our young audience in mind. Colorful and attractive products coupled with an inviting store ambiance will make the buying experience pleasurable both for the kids and parents.”
“We were very excited to see the Government of India encourage people to ride during this time and our suppliers are racing to meet the demand. We believe this year will be revolutionary for the cycling industry,” he added.
Firefox's omnichannel business model combines D2C (direct-to-consumer) innovations and a countrywide offline network. Every online purchase is mapped to a dealer offline through a customized enterprise resource planning (ERP) system. Firefox is present across India with a retail network of over 500+ stores.