Pinarello has planted its first American flag on Wooster Street in SoHo, opening a Bottega retail concept that trades a traditional bike-shop floor for what the Italian brand calls a full brand experience. The store at 114 Wooster Street marks Pinarello's first Bottega in the United States and its fourth worldwide, joining existing locations in London, Zurich, and Villorba, Italy.
The grand opening celebration, held in mid-September 2026, drew Pinarello President Fausto Pinarello along with American racers Magnus Sheffield and Andrew “AJ” August of Team Netcompany-INEOS and Q36.5 founder Luigi Bergamo, according to Bicycle Retailer. The launch was followed by a Saturday community ride co-hosted with Best Buddies International and Good Guys Racing, the outlet reported. As Bikerumor first reported, Fausto Pinarello described the concept in a statement, saying a Bottega is more than just a store — it lets cyclists immerse themselves in Pinarello bikes, products, and services.
What's Inside the SoHo Flagship
Per Bikerumor's reporting, the SoHo store showcases Pinarello's full bike range, including the Dogma X and X series, alongside the brand's custom program and its racing history. The location includes dedicated space for bike fitting, service, and custom consultations, and it houses the MyWay program, which lets customers customize the paint and specifications of their frame. Pinarello plans to hold product activations at the Bottega going forward, according to the same report.
The store isn't just Pinarello's own gear — it also has dedicated areas for Q36.5 cycling apparel and footwear, Amacx sports nutrition, and Partington carbon wheels, per Bikerumor. The Q36.5 corner reflects a shared financial thread running through the space: Pinarello owner Ivan Glasenberg is also a major investor in Q36.5, the technical apparel brand founded by former Assos research director Luigi Bergamo, according to Cycling Weekly.
A World Hour Record Bike as the Centerpiece
Among the store's display pieces is Filippo Ganna's Bolide F HR 3D, the metal 3D-printed track bike he used for his UCI World Hour Record, Bikerumor reports. The bike, built from aerospace-grade Scalmalloy using additive manufacturing, carried Ganna to a distance of 56.792 kilometers in Grenchen, Switzerland, in October 2022, according to GearJunkie. Aerodynamic simulation software was used in engineering the frame to maximize drag reduction during the record-setting ride, per the same account.
The Money Behind the Move
Pinarello's expansion into direct-to-consumer flagship retail traces back to a 2023 ownership change. Private equity firm L Catterton, which is linked to luxury conglomerate LVMH, sold its majority stake in Pinarello that June to the private family office of Swiss-South African billionaire Ivan Glasenberg, in a deal valuing the bike maker at approximately €250 million, Bicycle Retailer reported. L Catterton had been Pinarello's majority backer since 2016.
Pinarello's Dogma F is its flagship road racer. The SoHo store is located in a corridor built around high-end retail.
A Brand Built on Grand Tour Wins
Pinarello was founded in Treviso, Italy, in 1952 by former professional cyclist Giovanni “Nani” Pinarello, who used a 100,000-lira payout from being dropped by his team after the 1951 Giro d'Italia to start the company, according to buycycle. Pinarello earned that payout alongside the Maglia Nera, the symbolic black jersey once awarded to the Giro's last-place finisher.
More than seven decades later, the brand holds the all-time record for Tour de France overall victories among bicycle manufacturers, with 15 yellow jersey titles won by riders including Miguel Induráin, Jan Ullrich, Bradley Wiggins, Chris Froome, Geraint Thomas, and Egan Bernal, per BikeRadar. Pinarello has also had a long-running sponsorship of Team Sky/INEOS Grenadiers.
More Than a Showroom
Beyond sales, the SoHo Bottega runs a recurring weekly ride schedule that includes weekday morning laps in Central Park, a Saturday “La Bottega Breakaway” pace ride, and a Sunday “La Bottega Rollout” group ride, according to Pinarello's own site, Cicli Pinarello SRL. The programming underscores how direct-to-consumer cycling flagships increasingly lean on community rides to build customer loyalty rather than relying on foot traffic alone.
The building itself carries its own SoHo history. The structure at 114 Wooster Street was built around 1889 for industrial light manufacturing, designed by architects D. & J. Jardine for developer Amos R. Eno, according to the Victorian Society New York. Before Pinarello moved in, the address was home to Canadian outerwear and footwear company Pajar Canada, which opened a flagship there in October 2021, per a PR Newswire release at the time — a reminder that SoHo's historic loft buildings routinely cycle between international lifestyle and activewear brands.
Whether SoHo's mix of tourists, local club cyclists, and luxury shoppers translates into buyers for Pinarello bikes remains to be seen, but Pinarello is clearly betting that the neighborhood's retail pedigree and its own racing pedigree can meet in the middle.
