REI Co-op is enhancing its cycling segment by incorporating higher-level bicycle and gear brands, aiming to improve the cycling experience for riders nationwide. This expansion includes a broader selection of premium cycling products and services, complementing REI’s existing offerings and nationwide bicycle maintenance services.
Alicia Applegate, divisional merchandising manager at REI, stated, “We are committed to welcoming and serving beginner to dedicated riders who want more selection in our cycle shop.” The new additions include brands such as Rocky Mountain and Van Rysel. Rocky Mountain bikes, known for their performance and versatility, will be available in select REI locations and online. Chris Newlin, the US Sales Director for Rocky Mountain, noted, “Having REI as a partner helps us reach more riders in the United States.”
Van Rysel, a French brand recognized for its precision-engineered gravel and road bikes, will also be featured. Starting in April 2025, REI will exclusively offer Van Rysel gravel bike models in the U.S., with aluminum road bike models to follow later. Catherine Bhattachar, Chief Marketing Officer at Decathlon, emphasized the partnership’s potential to enhance service and support for riders.
REI is also adding other specialty brands, including Swift Industries, Stio, and Peppermint Cycling, which focus on bike bags, outdoor apparel, and women’s cycling apparel, respectively. Alongside these product expansions, REI continues to enhance its service offerings through partnerships with Canyon Bicycles and DirtLabs Suspension, ensuring comprehensive maintenance services across its locations.
The co-op’s bicycle offerings will remain diverse, including mountain, road, gravel, hybrid, electric, and children’s bikes. New models, such as the DRT 1.1 Mountain Bike and the DRT e1.1 electric mountain bike, cater to entry-level riders and feature improved comfort and handling. REI members benefit from various perks, including discounts on services and workshops designed to enhance cycling skills, reinforcing the co-op’s commitment to supporting cyclists of all levels.