GIANT BICYCLES

The long
ride

The international success of Giant demonstrates the power of a well-executed retail environment. As its ongoing partner, Diadem has helped the brand become a leader of the pack in Australia.

Diadem has partnered with Giant since the launch of a single concept store. Rolling out retail spaces across Australia has demanded a truly integrated approach, including interior design, environmental graphics, signage guidelines and construction management.

Client

Giant Bicycles

Bringing Giant
to Australia

Giant Bicycles was founded in 1972 as an original equipment manufacturer, supplying bike frames to retailers before launching Giant branded bikes in 1981. Giant’s transition was built on the fundamental objective of improving the retailer’s professionalism and their product knowledge to enhance the customer experience.

In Australia, Giant supports around 35 independently-owned stores. Giant engaged Diadem to interpret its global store standard in the local market and create a total customer experience – the essence of the brand.

An ongoing
partner

Diadem oversaw design development and the fit-out of the first concept store internally and externally, coordinating signage, lighting and painting. This has continued across other stores, each with a fit-out deadline of around ten days.

Diadem has met this deadline every time with minimal trade disruption. As its brand environment partner, Diadem manages concepts, design development and store fit-outs for Giant, and exhibitions, with a range of industrial and retail design services.

With a defined kit of parts, the fit-out costs are reduced, and speed-to-market times are accelerated. Building on a stronger market position and an enhanced customer experience in-store, Giant’s retail presence continues to grow.

Read how Giant moved ahead during lockdown.

Bringing brands back to reality

Building an in-store
brand narrative

Giant’s aim is to inspire adventure in all riders, from the casual to the competitive. In creating a customer journey that is both sensory and functional, Diadem’s store fitouts embody the brand’s craftsmanship, innovation and inspiration.

The new store designs present healthy, fun and environmentally friendly virtues of cycling. An enhanced customer experience is offered through custom fitting. The bike workshop’s front-of-house visibility allows customers to interact with mechanics and experience the customer service difference Giant delivers.

“Diadem’s fit-out resulted in improved staff morale. Not only is there an increased joy of coming to work in such a fantastic environment, our staff take their roles more seriously than before.

Driven by the enthusiasm of the fantastic fit-out, coupled with supporting marketing practices, sales have increased by 30 to 40%.”

  • Jeff Appleton, Business Developer Giant Bikes, Perth

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