Factor Bikes Expands Operations in Australia

Aug 30, 2021

Global bike brand will operate directly in Australian market to support the rapid growth of the sport

Factor Bikes and its parts and accessories subsidiary, Black Inc (together “Factor/Black Inc) continues to invest in and support the growth of cycling in Australia and today announces its intention to establish a flagship store in the Melbourne area.

According to Factor/Black Inc Founder and CEO, Rob Gitelis, “This move will provide Australian riders easier and quicker access to our brand, as well as an improved customer service experience.” Gitelis continued that this decision also enables the brand “to test opportunities and experience learnings first-hand to better support a global surge in demand for Factor/Black Inc products.”

Key to this expansion is the appointment of Marcel Berger as General Manager of Factor/Black Inc’s Australia operations. “We are delighted to have Marcel in this role. His extensive experience in international cycling and direct-to-consumer sales and marketing will help drive the next phase of Factor/Black Inc’s growth in Australia,” commented Gitelis.

Factor/Black Inc has recently moved out of its Nepean Highway showroom as it searches for a new Australian headquarters in Melbourne. The customer experience office at 245 St Kilda Rd, St Kilda remains fully operational until the launch of its new full-service retail location. Once opened, cycling enthusiasts will experience and have access to Factor/Black Inc’s full product range, professional advice, and fitting and other personalised services.

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