Pinarello chooses the heart of New York to open its first “Bottega” in the US

Pinarello has just opened its first store in the United States. The Italian brand has chosen the SoHo neighborhood in New York to open a new “Bottega di Pinarello” that brings together its entire range of bicycles, customization services, and some historical pieces related to its competitive history.

Pinarello opens its first store in the United States

The new Pinarello store is located at 114 Wooster Street, right in the heart of SoHo, New York. It is the first that the company has opened in the United States and also the first outside of Europe within its own store concept, referred to by the brand as "Bottega di Pinarello".

With this opening, Pinarello now has four establishments of this type around the world. New York joins the stores in London, Zurich, and Villorba, in Treviso (Italy).

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The New York establishment serves as a large showcase for the brand and offers the entire current range of Pinarello, including the new DOGMA X and X Series. It also has a specific space for bike fitting studies and selecting the right size, as well as its own workshop.

Another highlight is the area dedicated to MyWay, Pinarello's premium customization program. There, customers can receive advice on configuring their bicycles and choose both the paint and different specifications for their frames.

The store also reserves specific spaces for other brands linked to high-end cycling, such as Q36.5 clothing and footwear, Amacx sports nutrition, and Partington carbon wheels.

The Pinarello with which Ganna set the Hour Record is also on display

In addition to showcasing its latest models, Pinarello has brought to New York some important pieces from its recent history. Among them, the Bolide F HR 3D with which Filippo Ganna set the Hour Record stands out.

The bicycle is part of an exhibition with which Pinarello aims to combine its current products with some of the models that have marked its sporting and technological journey.

To celebrate the opening, the brand organized a special event with the presence of its president, Fausto Pinarello, and American cyclists from INEOS Grenadiers Magnus Sheffield and Andrew "AJ" August. Luigi Bergamo, founder of Q36.5, along with other guests, also attended.

The inauguration was completed with a group cycling ride from the store itself, organized in collaboration with Best Buddies International and Good Guys Racing.

"For us, a Bottega is much more than just a store: it is a space where cyclists can fully immerse themselves in the world of our bicycles, products, and services, experiencing firsthand the craftsmanship that each frame embodies,” explained Fausto Pinarello.

The president of Pinarello added that the goal is for every visitor to feel special from the moment they enter and for the store to become a regular stop for cycling enthusiasts visiting New York.

With this opening in SoHo, Pinarello establishes its first own store of this concept in the United States and expands its flagship store network to four worldwide.