German bike brand picks Bentonville for new center
by June 18, 2023 10:43 am 5,252 views
YT Industries, a direct-to-consumer German-based bike manufacturer, will open a customer experience center next year in downtown Bentonville.
Known as a “YT Mill,” it will be the second U.S. location. The first opened in San Clemente, Calif., in 2019. YT has other Mills in Surrey Hills, United Kingdom and Hausen, Germany.
“It really is incredible to see the amount of energy and focus that mountain biking is getting in Bentonville, and we’re super excited to be bringing YT there,” said Jeff Taylor, YT Industries USA President. “The YT Mills are more than just demo centers — they are immersive brand experience centers meant to elevate, educate and engage the mountain bike community. What better place to do that than the mountain bike capital of the world?”
Bentonville’s two-story YT Mill will be new construction at 305 N. Main St., north of the downtown square. It is expected to open in early 2024 and create 20 jobs.
The experience centers give customers access to bike demos, consultations, merchandise, brand activations and events. The Bentonville showroom with nearby trail access will showcase the YT mountain bike range, host community events, and feature a rider’s lounge area with pre- and post-ride beverages and entertainment. A pro-level workshop will allow YT customers to get their bikes built, set up and serviced onsite.
“We are thrilled to welcome YT Industries as they open the newest YT Mill in Bentonville,” said Aimee Ross, a cycling industry professional who works for Runway Group, a Bentonville investment company led by Steuart Walton and Tom Walton. “As more cycling-related businesses relocate to the mountain bike capital of the world, it furthers our vision of Northwest Arkansas as a premier hub for cycling and cycling-related businesses in North America.”