The customer has a choice: once a suitable bike from BMC or Stromer has been found, the buyer can decide whether they want to purchase the bike from the Concept Store in Grenchen - or whether they would prefer to consider BMC's local specialist retail partner. Yves Jäggi, responsible for the workshop in the Concept Store, emphasizes that customers are always explicitly informed that there are two options for purchasing a bike and that there are no discounts in the sense of a factory store.

The Concept Store can be used as a test and advice center to provide additional support for specialist dealers with BMC and Stromer bikes in their range. Specialist dealers can refer their customers to the Grenchen store to benefit from a large selection of display and test bikes.

In addition to its function as a consulting, test and sales facility, the workshop in the concept store serves its actual purpose: all bikes - including those not from the BMC portfolio - are repaired here.

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