Fantic Bikes launches new website with Click & Collect push
Fantic Bikes has launched a new website as part of a wider brand refresh, with the Italian company saying the platform is designed to create a smoother path from online browsing to in-store purchase. Central to the relaunch is a new Click & Collect system, which allows riders to explore the range online, choose a bike and complete the process through their preferred dealer.
The move signals a clear attempt by Fantic to better connect its digital presence with its retail network, rather than treating the website as a simple online catalogue. According to the brand, the new platform is intended to guide customers through the full discovery and purchasing journey, while also reinforcing the role of bricks and mortar dealers in the buying experience.
For a company that has built much of its identity around off-road riding and e-MTBs, the launch feels like a notable step. Fantic Motor was founded in 1968 and says its long-standing mix of rebellious attitude and racing DNA now continues through the Fantic Bikes division, which has been active since 2015. The company describes the new site as part of a fresh growth phase for its bike business, particularly in the off-road and e-MTB sectors.
The mechanics of the new system are straightforward. Riders can browse the full Fantic range online, dig into technical details and model-specific features, then order an e-MTB and arrange to complete the purchase and collect the bike in store. That gives dealers an ongoing role in the process, while offering customers a more joined-up route from first click to first ride.
Fantic says the website should be seen as more than a digital facelift. Nicola Baggio, General Manager of the bike division at Fantic Motor, describes it as a strategic tool built to communicate the Fantic Bikes world more effectively, showcase the product range and strengthen ties with the dealer network, which he says remains central to the brand experience.
Alongside the website launch, Fantic Bikes has also rolled out a broader restyling. That includes the new claim #makeitfun and a refreshed visual identity featuring updated fonts, graphics and creative elements intended to express the brand’s rebellious and racing character more directly.
The digital project was developed with Arsenalia, a consultancy firm specialising in digital transformation. Fantic says the result is a drive-to-store model designed to strengthen the connection between digital channels and physical retail, rather than pushing customers away from bike shops.
That approach makes sense in the current cycling market, especially for e-bikes and performance-focused off-road machines where many riders still want advice, sizing support and a proper handover before committing to a purchase. Fantic is clearly betting that a better online experience does not have to come at the expense of the shop floor, and that blending the two can create a stronger customer journey.
The company is also positioning this launch as only the first stage of a bigger plan. Fantic says the new website marks the beginning of a broader evolution in its market positioning, with further developments expected throughout 2026.
For riders, the immediate takeaway is a more polished and practical digital front door to the Fantic range. For dealers, the message is that the brand still sees the retail network as a core part of the experience. If Fantic can make that balance work, the new platform could prove more useful than a standard product showcase and give the brand a stronger footing as it looks to grow its presence in the e-MTB and off-road categories.
More information is available at Fantic Bikes’ website.
