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Distributor of Colnago calms nerves over direct to consumer offering

Distributor of Colnago calms nerves over direct to consumer offering

A distributor has moved to ease trade concerns following headlines posted last week detailing how Colnago may be following other notable brands down the direct…

Thursday, Apr 28

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A distributor has moved to ease trade concerns following headlines posted last week detailing how Colnago may be following other notable brands down the direct to consumer / omni-channel route, albeit just with one limited model.

CI.N has confirmed with the UK wholesaler of the products this week that the C68 promo is a one off customisation project aligning with the firm’s NFT programme; in fact in the UK the bikes can still be purchased via a bike dealer.

Understandably, the news was met with questions by bike dealers as to how far the scope of this direct delivery would stretch. The announcement had down three separate road, gravel and all-road frames on offer directly, each with its own NFT (Non-Fungible Token); a means to prove ownership of the limited edition bikes. Each bike will carry an NC tag on the down tube, which confirms ownership via a scannable ‘digital passport’.

Colnago says that this form of unique registration will enable certification of any given bike’s participation in ‘exclusive and official events’, something which the brand will expand upon later this year.

“Colnago are offering the NFT Custom Colour C68 to an exclusive group of consumers who may wish to have an NFT C68 customised and delivered to them. For this it will initially be offered in Europe in the following countries: Italy, Spain, Portugal, France, Germany, Belgium, Holland, Benelux, Czech Republic & Slovakia, plus Denmark,” started UK distributor Windwave.

“It will then later roll out into more territories where there isn’t an established […]

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