A party attended by brand ambassadors and many friends of Merida. Not just a physical showcase, but a place that aims to become a meeting and interaction space for all cycling enthusiasts in the Reggio Emilia area.
Source: press release
A week to remember for all cycling lovers, the one that is being experienced in Reggio Emilia. Yesterday, Tuesday 20 May, on the eve of the Giro d'Italia's passage with the arrival in Castelnovo ne' Monti, Merida Italy inaugurated its first official point of sale in our country, just a stone's throw from the headquarters, in via Garonna 15.
A store designed to become a point of reference for the local community, but also a tangible symbol of the Merida philosophy: quality, variety and passion for every cycling discipline, from road to off-road, to the gravel world, passing through city bikes.
A TWO-WHEEL PARTY
The opening night was a real party: many enthusiasts, well-known faces of cycling and friends of Merida Italy gathered to celebrate the opening of the new space.
The one to welcome us was Paolo Fornaciari, CEO of Merida Italy, who underlined the importance of this opening in a city, Reggio Emilia, with a strong cycling tradition, followed by Paolo Ferretti who underlined how in a moment of market contraction, the company is relaunching with an initiative that sends a positive signal.
Among the guests, former road pro Alessandro Vanotti shared racing anecdotes and memories of epic Alpine stages at the Giro, Gaia Tormena from the Aosta Valley, five-time XCE world champion, talked about her discipline with engaging enthusiasm while her BIG.NINE personalized with the rainbow was on display at the entrance to the store. Also speaking were Florentine triathlete Alessia Mancini, former European champion of the multi-discipline, and former world champion of downhill Bruno Zanchi, now team principal of Team Fristads Comes Merida, Colombian Diego Arias of Metallurgica Veneta MTB Pro Team and South Tyrolean Eva Lechner who at the end of 2024 closed a 25-year career of successes between MTB, cyclocross and road.
The evening concluded with the symbolic ribbon cutting and a rich buffet, in an atmosphere of great enthusiasm and conviviality.
A SPACE DESIGNED FOR THOSE WHO GET EXCITED BY PEDAL
The store is spread over approximately 300 square meters, with large windows that allow a glimpse of an exhibition curated down to the smallest details. The design is essential but impactful: the real protagonists are, of course, the bicycles, over fifty models for all disciplines.
On the left, the world of off-road e-bikes dominates, with the eONE-SIXTY models, followed by the Silex gravel proposals also in the electric version. On the opposite side, we move on to mountain bikes, with a wide range of BIG.NINE, up to the area dedicated to road cycling, with the different versions of Scultura and Reacto. In addition, a large wall is designed by Santini for technical clothing, the only partner at the moment of the Merida Store. Mattia Setti, store manager with long experience in the cycling sector, is there to advise on the right choice of bicycle.
This new shop aims to become a meeting place and a gathering place for all the cyclists in the area. Starting in the next few weeks, events, group rides and initiatives designed to create connections between those who share a passion for cycling will begin.
