October 17 2007.

Dainese has announced that its second US store and the company's largest to date will open in San Francisco, California on 19 October. The 500sq.m. unit will display Dainese's latest collections of clothing and protective gear for the worlds of motorcycling, skiing, water sports and mountain biking.

Guest of honour on the opening day will be legendary motorcycle racer Kevin Schwantz, 500cc world champion in 1994 and beloved by fans for his committed riding style. Evening ceremonies will also feature the presentation of a number of exclusive items from Dainese's new 2007 Autumn/Winter Collection.

The new San Francisco D-Store represents a further indication of Dainese's expansion strategy in the USA following the opening of its first store in Orange County in south Los Angeles in 2004.

Dainese USA sales manager, Alessandro Zamuner, comments: "It's a huge pleasure for us to open our largest D-Store in San Francisco. Dainese is already a leader in many markets around the world and this launch underlines the company's commitment to the US market - potentially one of the most interesting areas of Dainese's future growth. We're sure that this new D-Store will become a focal point for our customers and US sales partners, too."

Dainese's D-Stores are large-sized, single-brand sales outlets located in the most strategic points of the most important metropolitan areas around the world. Dainese collections are presented in surroundings developed for sports lovers, where they can find qualified sales staff and exclusive services such as custom-made tailoring or the reconditioning of damaged items.

There are 15 further Dainese D-Stores located in Milan, Rome, Paris, Munich, Athens, Taipei, Seoul, Cologne, Manchester, Tokyo, Stockholm, Moscow, Costa Mesa, Vienna and Düsseldorf.

Promoting the product, or cutting the dealer out of the supply line? It's a trend to watch out for.