DHaRCO Europe Kicks Off the MTB Season with a New Pop-Up Store in Innsbruck

DHaRCO is excited to announce the opening of its new Pop-Up Shop in Innsbruck, Austria, bringing the Aussie vibe to the Alps and engaging with athletes and the local community. Since mid-May, the store has been serving customers and will continue to do so until the end of September. Located at Adolf-Pichler-Platz 12, in the heart of the city, the store operates as a partner brand inside the Melon Optics Store.

A Hub for Mountain Bikers

In addition to being a retail space where customers get the opportunity to experience the brand in person, try on and buy the new season range of gear - the Innsbruck shop serves as a hub to build community and connections.

“Our intention is not only to have a retail store here in Innsbruck but to act as a hub for mountain bikers alike. Together with Melon Optics, we want to support the work and initiatives by local groups like MTB Innsbruck and the Innsbruck Trail Builders Club to make mountain biking more accessible, as well as ‘Bring the Party’ from time to time,” said Ashley Peterson, General Manager of DHaRCO Europe.

A Grand Opening to Remember

The shop's grand opening was celebrated in style last Wednesday night during Crankworx 2024. The local community, athletes, and industry members gathered to commemorate DHaRCO's 10-year anniversary. The event featured a local DJ and slopestyle rider, Milan Raskopf, setting the vibe while guests enjoyed DHaRCO IPAs, margaritas, and enormous pizzas.

Notable attendees included slopestyle pro and DHaRCO rider Tom Isted, as well as Erik Fedko, Nicholai Rogatkin, and Ben Thompson. Local groups MTB Innsbruck and MTB & Trail Verein Innsbruck also joined the celebration.

“We are thrilled to welcome DHaRCO to Innsbruck. These are exciting times for our community, having a new mountain bike brand in town is fantastic news. We are excited to see the industry choosing Innsbruck as a base, bringing them closer to a wide and diverse field of riders at all levels who appreciate stylish and functional mountain bike apparel. This also highlights the rapid development of the mountain bike business in Tyrol and its growing relevance to the international mountain bike industry,” said Verena Böhm-Hennes of MTB Innsbruck.

Connecting with DHaRCO Athletes

The Innsbruck shop serves as a European base where DHaRCO team riders can pick up gear and connect with local staff. The shop recently hosted Brook MacDonald and Emmy Lan from the Forbidden Synthesis Team, who stopped by on their way from Leogang to Val Di Sole in between World Cup weekends. To celebrate a Decade of DHaRCO they helped us to draw the winner of a Forbidden Druid Bike Giveaway during an Instagram Live event, even calling the winner to share the exciting news.

"We are thrilled to have a retail presence for DHaRCO in Europe. It's a fantastic opportunity for people to discover what DHaRCO is all about and for us to connect with our European customers, further understanding their needs and experiencing their version of living 'no ordinary life'," said Mandy Davis, Founder and Director of DHaRCO.

Store Information

The Pop-Up Shop is open Monday to Saturday, from 10:00 to 18:00, throughout the summer months. Pay street and underground parking is available next to the shop. For more information, visit DHaRCO's website.