Wilier targets China

Italian company hoping to boost sales by 40%

Wilier bikes will become more widely available in China

Italian bike brand Wilier Triestina is looking to establish itself in China, aiming to capitalise on the growth of the sport of cycling and the availability of materials there.


Wilier will open a store in Beijing, where interest in bike racing is at its highest and will be further fuelled by the Olympics this year. It plans to open a second store in Xiamen in south China, a city popular with foreign companies. By the end of the year, Wilier hopes to have six outlets running in China and increase sales by between 35-40 percent.


As part of its push into China, Wilier will sponsor races in Beijing, Xiamen, Hangzhou, Shanghai, Nanning and Shenyang.