The world of two-wheelers marks an important milestone in Emilia-Romagna with the inauguration of the first official Merida Store in Italy, which took place last Tuesday, May 20th in Reggio Emilia. It's not just a new store, but a real hub dedicated to cycling, designed to welcome, inspire and connect the local community. A stone's throw from the brand's Italian headquarters, the store is intended as an exhibition space, a meeting place and vibrant center for events, meetings, and group rides.
The inauguration took place in conjunction with a truly prestigious cycling event: the passage of the Giro d'Italia through Castelnovo ne' Monti, making the week particularly symbolic for cycling enthusiasts. The evening attracted dozens of enthusiasts, professional athletes, and brand ambassadors, transforming the event into a true cycling celebration.
Paolo Fornaciari, CEO of Merida Italy, welcomed the public. who highlighted how opening this store represents a strategic choice in an area strongly linked to cycling culture. Paolo Ferretti, from Fornaciari, echoed this sentiment, emphasizing how, at a delicate time for the cycling market, Merida has chosen to invest and relaunch with a positive and concrete message.
Testexceptional imonials and cycling stories
The event saw the participation of prominent names in the cycling scene: Alessandro VanottiEx road professional, shared exciting anecdotes about the stages of the GiroMultiple XCE world champion Gaia Tormena, a Merida ambassador, shared her experience, also displaying her BIG.NINE personalized with the rainbow, prominently displayed at the entrance. Also present was Alessia Mancini, a Florentine triathlete and former European champion., Bruno Zanchi, former downhill world champion and current team principal of Team Fristads Comes Merida, Colombian Diego Arias (Metallurgica Veneta MTB Pro Team), and South Tyrolean Eva Lechner, who recently concluded an extraordinary 25-year career riding a Merida (all the athletes and ambassadors are together in the opening photo).
The ribbon-cutting ceremony and final toast concluded the evening in an atmosphere of enthusiasm, sharing, and a desire to ride together.
A modern and functional space
The new Merida Store in Reggio Emilia extends over approximately 300 square metres and is characterised by a clean and modern design, with large windows that enhance every detail of the exhibitionThe exhibition is designed to guide visitors through the various cycling disciplines, highlighting the versatility of the Merida range.
On the left side, the spotlight is on the world of “off-road” e-bikes, with protagonists such as the eONE-SIXTY, followed by the Silex gravel range, also in an electric version. On the other side, mountain bikes dominate with the various versions of the BIG.NINE, to then arrive at the excellence of the road, represented by the lines Sculpture and Reacto. There is also a large section dedicated to Santini technical clothing, exclusive partner of the store.
Mattia Setti, a store manager with extensive experience in the sector, is here to help visitors choose the right bike for their needs.
The Merida Store does not want to be just a commercial space, but a meeting place for those who live cycling as a lifestyle. Events, presentations, bike tests, and group rides are planned for the coming months, designed to foster connections between members of the Reggio Emilia cycling community and beyond.
