Specialized Unveils Shopatron-Powered Click & Collect Service for Concept Stores

SWINDON, England, May 11, 2011 - Just in time for summer, Specialized has teamed up with Shopatron to
offer a new "click and collect" service that allows U.K. shoppers to purchase
Specialized or Globe bicycles online and pick those bikes up at regional
Specialized Concept Stores.

(Logo: photos.prnewswire.com/prnh/20101109/SHOPATRONLOGO)

The in-store pickup service, powered by Shopatron's retail-integrated
eCommerce platform, combines the convenience of shopping online with all the
benefits and services Specialized Concept Stores have to offer.

All bicycles and frames displaying the "Click & Collect" logo are
available for online purchase. The Specialized website
(specializedconceptstore.co.uk) offers a new ordering process that
easily guides shoppers through the bicycle selection, checkout and pickup
processes.

"Our Specialized Concept Stores are a great asset to the brand and a
great resource for our customers," said Richard Hemington, Managing Director
at Specialized. "They provide the ultimate support for customers of the
Specialized brand. With this new online shop, we have now extended access to
this excellent resource online to our customers."

Specialized joins a roster of more than 35 cycling brands working with
over 6,200 sporting goods retailers in the Shopatron order exchange to sell
more online and in stores.

"Specialized is a premier brand in the cycling industry," said Mark
Grondin, Senior Vice President of Marketing for Shopatron. "Their addition to
Shopatron in the U.K. demonstrates the value of "online" to the industry. By
working with Shopatron, great cycling brands like Specialized are able to
give customers online access without cutting out valuable local support for
their customers."

ABOUT SPECIALIZED CONCEPT STORES

"Passion for riding and a ceaseless drive to innovate - it's what makes
Specialized and it's what will allow us to make your next ride better." -
Mike Sinyard, Founder of Specialized.

Rooted in innovation, Specialized's founding principle is to focus on the
riders' needs through technically advanced products.

Specialized has an extensive product range from bikes to equipment and
apparel for men and women, all designed with the same attention to detail and
up-to-the-minute technology applied to its bikes.

Specialized Concept Stores are part of Specialized's continuing strategy
to grow the overall cycling market through innovative retail experience that
serves cycling enthusiasts with a depth of products and range of services
such as the BG Fit Centre.

ABOUT SHOPATRON

Founded in 2001, Shopatron is the only eCommerce solution in the world
that can drive more online sales while, at the same time, increasing a
company's sales through the retail channel. Working with almost 1,000 brands
and 12,000 retail partners across 35 industries, Shopatron offers an
innovative and flexible approach to eCommerce that matches the unique needs
of branded manufacturers and multi-channel retailers.

Shopatron's European headquarters is located in Swindon, United Kingdom.
It provides support in the local language for many great brands across
mainland Europe like Marshall Amplification, Katadyn, K2 Sports, Sevenoaks
Sound and Vision.

For more information, visit ecommerce.shopatron.com.

Micaela Hichborn of Shopatron, Inc., +1-805-269-5200, pr at shopatron.com