Display Dynamics – January 2026: Automotive demand constraints push leading display panel makers to set conservative 2026 shipment targets OmdiaRevelyst, the parent company of renowned adventure sports brands such as Giro Bike, Bell Bike, CamelBak, and Blackburn, is set to implement a direct-to-dealer (D2D) operating model across the Iberian Peninsula starting July 2026. This strategic move aims to enhance collaboration between the company and its retail partners in Spain, Portugal, and Andorra, ensuring more efficient distribution and support.
A Seamless Shopping Experience
By adopting the D2D model, Revelyst intends to provide retailers with direct access to the full range of its products, facilitating a more streamlined shopping experience for consumers. This approach is designed to strengthen the bond between the brand and its retail partners, fostering a more cohesive market presence.
Exclusive Product Launches
Retailers will benefit from earlier access to new releases and exclusive collections, allowing them to offer the latest products to their customers promptly. This initiative is expected to boost sales and enhance customer satisfaction by keeping offerings fresh and aligned with market trends.
Enhanced Customer Support
The D2D model will establish direct channels for support, education, and engagement, ensuring that customers receive accurate information and assistance in selecting the best products for their needs. This commitment to customer service is anticipated to strengthen brand loyalty and improve overall customer experience.
Direct Access to an Iberian-Based Service Centre
With the Barcelona-based EMEA headquarters, Revelyst is poised to offer a high level of service to all its partners in the region. This centralized support system aims to address the unique needs of the Iberian market effectively.
Distribution Transition
For over 30 years, Team Bike has been Revelyst’s exclusive distributor in Spain, Portugal, and Andorra, playing a pivotal role in building and consolidating the presence of the Giro Bike, Bell Bike, CamelBak, and Blackburn brands in the Iberian market. Revelyst acknowledges and deeply appreciates Team Bike’s contributions over these three decades, which have laid the foundation for the new D2D model.
Team Bike will continue to operate as a distributor until December 31, 2026, ensuring continuity of service throughout the transition period. Revelyst will begin serving the market directly from July 1, 2026, at which point it will start processing orders and warranty claims directly.
2027 Spring Pre-Book
To better serve retailers’ needs, Revelyst will introduce a pre-book model in Iberia, presenting collections in advance of each selling season to allow retailers to pre-book products ahead of delivery. This model is intended to support retailers’ planning across assortment, budgeting, and inventory management. By aligning production with pre-bookings, the model is also designed to improve product availability for retailers. Replenishment will be managed directly by Revelyst based on sell-through and demand signals from retail partners.
Starting in May 2026, Revelyst will hold its first pre-book session and will have a showroom in Barcelona where the full SS27 product line will be available for retailers to see and pre-book.
Retail Activation and Events
The new model will see Revelyst offering trade marketing support in the region for all retailer partners, including training, Point-of-Purchase (POP) and merchandising programs. Furthermore, the Revelyst brands will collaborate with different retailers across the region, organizing activations and community events designed to bring riders closer to the brand and its product development journey. These initiatives will be supported by the Revelyst Adventure Sports Hub in Barcelona, which will serve as a base for brand and trade activity in the region.
Jan Van Leeuwen, President EMEA, stated, “This transition reflects the continued rollout of our direct model across Europe. We want to explicitly recognize the fundamental role that Team Bike has played over more than 30 years: they have been the ambassadors of our brands in Iberia, building strong relationships with the channel and creating the foundation from which we can now move forward. In Iberia, our focus is on working more closely with retailers and ensuring continuity throughout the period of change. Our goal is to maintain consistent service levels while strengthening our operational alignment with the market.”
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