In the beating heart of the Italian cycling tradition, Wilier Triestina has redefined the very concept of a bicycle shop through the creation of PuntoRosso, a network of specialized hubs dedicated to all two-wheel enthusiastsFrom Rossano Veneto to Vicenza, Piacenza, and Alessandria, these spaces represent much more than just a simple point of sale: they are real "experience centers", where the passion for cycling meets technology, personalized assistance and design.
Every single Red Point It is designed to offer an immersive experience in the world Wilier Triestina. With over 40 models on display at each location, enthusiasts can literally touch the excellence of the Italian brand and discover the wide range of road, gravel, mountain bikes and pedal-assisted bicycles. The collections also include the top of the range such as the Urta MAX SLR – Team Edition, the Supersonica SLR designed with Stefan Küng for time trials, and the Filante SLR, the result of the collaboration with the Groupama FDJ team.
But what truly makes every PuntoRosso special is the attention to detail. The offices, with a modern design with anthracite walls and targeted lighting, are furnished to welcome customers in an elegant and functional environment. Visitors can sit in the lounges for a coffee, browse industry magazines, or chat with specialized mechanics, thus creating a true cycling community.
A network at the service of the cyclist
In recent months, the PuntoRosso network has expanded with two new openings in Vicenza and Villafranca Padovana, bringing the total number of active concept stores to seven. Also present in Farra di Soligo, Cerea, Marostica, Piacenza and AlessandriaThese locations represent a key physical presence for the brand, offering tailored services and excellent technical advice. Each PuntoRosso is home to a certified Wilier Triestina workshop, staffed by technicians trained directly by the company. Here the customer finds not only the bike of his dreams, but also after-sales support, professional assistance and the possibility of customizing every detail of your vehicle.
The PuntoRosso project was born about ten years ago on the initiative of the Gastaldello family, who have led the company since 1969, when Giovanni Gastaldello acquired the historic brand founded in 1906 at auction. Today the three brothers Andrea, Enrico and Michele run the company: Chairman of the Board of Directors, Chief Commercial Officer, and Head of Production, respectively. United by a shared vision, they aim to reaffirm the value of direct experience and human contact in the relationship between brand and consumer.
"With PuntoRosso," said Andrea Gastaldello, "we want to bring the physical, human, and technical experience back to the center. It's not just about selling bikes, it's about building relationships, offer expertise and create a meeting place for the cycling community."
A format that looks to the future
PuntoRosso's growth doesn't stop at Italy's borders. Wilier has already started international expansion with dedicated corners in Germany, Austria, Spain, Sweden, Switzerland and in emerging markets such as China and Taiwan.
Founded in 1906, Wilier Triestina is the last major Italian manufacturing company to remain completely independent. With 28.000 bicycles produced annually and a turnover exceeding €80 million (including revenues from its subsidiaries Miche and Youn Live Bike), the brand is present in over 50 countries. Foreign countries represent 80% of the business, with European markets constantly growing and an Asian expansion in full development.
Supporting the growth plans from 2020 is the Swiss-Canadian fund Pamoja Capital, which has acquired a minority stake but will keep control firmly in Italian hands.
With PuntoRosso, Wilier Triestina marks a revolution in the world of cycling retail. No longer simple shops, but real experiential hubs that combine sales, consultancy, assistance and communityAn ambitious project that looks to the future, remaining faithful to the artisanal tradition and passion that have distinguished the brand for over a century.
