Rose Bikes, which has transformed itself from a BTC to an omnichannel provider, plans to open its sixth store in May in Cologne - first with a pop-up space only, followed by a grand opening in August, Covid regulations permitting. The two-story Rose Store in downtown Cologne will offer more than 900 square meters of experiential space. Rose is introducing a new, so-called “next-level retail” concept with this location, in which the company says it invested more than €1 million. The concept features a body scanner for measurements and a Zwift training area. Various product worlds and a personal check-in as well as a hangout bar for Cologne’s cycling scene are also planned. The company aims to offer not only a pleasant shopping experience but an unforgettable brand experience. The newly developed space concept of the Cologne store is to be applied to both existing and new stationary locations.