Miyamoto Rinko Releases "BEACH LINE BICYCLE Online Store Released! Original app also updated!

Miyamoto Rinko Co. (Headquarters: Kumamoto City, Kumamoto Prefecture, Japan; President: Yuki Miyamoto) will release the online store for its own retail division, BEACH LINE BICYCLE, on March 4, 2025. In conjunction with this, a major update of the original application will be implemented to strengthen the linkage between the store and the online store.

The official online store of BEACH LINE BICYCLE will also open simultaneously as the official online shopping site of "100% (One Hundred)," a popular eyewear brand born in the U.S. motocross industry and used by Peter Sagan, a three-time consecutive road bike world champion. One Hundred" eyewear is supported by a wide range of athletes, including professional baseball players, tennis players, and marathon runners, as well as the cycling world.

Miyamoto Bicycle Industry Head Office

BEACH LINE BICYCLE

■"Object VR" feature, offering carefully selected items.

This online store introduces "Object VR" technology, which is rare in the industry, and employs a system that allows users to rotate bicycle-related parts 360 degrees to check them in detail. At the time of release, the store handles 1,300 items, with plans to expand to 3,000 items by the end of the year.

However, instead of expanding the product lineup like an e-commerce mall, it offers a product lineup carefully selected by pro-shop staff and pursues convenience so that riders can reach the desired product without getting lost.

Object VR

■Re-entering the EC business.

President Miyamoto explains, "Our wholesale business was our mainstay, and nine years ago we launched our first retail business, an EC site centered on city cycle parts under the trade name 'CycleParts.com'. However, just two years after its release, we were caught in a price war and had to withdraw from the market, a painful decision for someone like me with an IT background. For the next seven years, I thought only about how we could win in this red ocean industry with our EC site," he says.

Immediately after withdrawing from the EC business, the company entered the retail business in 2018, and in February 2022, opened its second retail store, Specialized Kumamoto, a franchise store of the American brand "Specialized". The skills and experience cultivated in this retail business are the cornerstone of this in-house e-commerce site, which differentiates itself from major e-commerce sites and does not rely on price competition, but rather on carefully selected products and services that only a pro store can offer.

Miyamoto expressed his enthusiasm, saying, "I want to do my best to get this online store off the ground in a way that only a pro store can do." The online store is expected to become a new earnings pillar for the Company.

In addition, the sales and inventory management system in place at the store allows for centralized management of online, store, and manufacturer inventory, thereby improving operational efficiency. This eliminates the need for additional staff when launching an e-commerce site, allowing the existing team to develop the new business. In addition, a common point program was introduced for online and in-store purchases to provide a seamless purchasing experience. This is designed to improve customer satisfaction.

■Under the slogan of "Pro Shop Quality Even on the Internet," the company is also developing new services that can only be offered online.

In addition to conventional parts sales, the online store offers "chain coating" and "wheel repair" services online.

Muc-Off's ultrasonic chain coating: Using an ultrasonic tank, lubricant penetrates deep into the chain, reducing friction resistance by 10% and increasing durability by up to three times.

Chain link cutting service: mechanics cut the chain links with a special tool and install them immediately upon receipt.

Online wheel repair service: Users can send their wheels by mail to receive a repair estimate and have their wheels repaired online.

Users will be able to easily access professional technology online without having to visit a store. In the future, the company plans to develop online services such as a rose-complete format in which complete wheels, frames, etc. are purchased and assembled individually. A service offering complete assembly in original packaging is scheduled for release around spring.

Major updates to the original application.

Along with the release of the online store, the original BEACH LINE BICYCLE app has evolved to version 2.0.

Existing app users will have their membership ranks transferred as they are, and a higher rank than "Arcane Ciel," which was the highest rank up to now, will also be created.

Purchase history management

High redemption rate point program

Membership rank system (point redemption rate changes with each rank)

Seamless integration with the online store

The app will provide a more convenient shopping experience while maintaining the functions of the previous apps.

■Future Outlook.

As we celebrate our 70th anniversary in 2026, we will strengthen the linkage between "events and digital contents" centered on the online store, and in the future, we are also looking at out-of-prefecture stores We will establish the e-commerce business as a new pillar of revenue and contribute to the revitalization of the industry.

Company Profile

Company name: Miyamoto Ringyo Co.

Location: 6-1-42 Tagomi, Minami-ku, Kumamoto City, Kumamoto Prefecture

Representative: Yuki Miyamoto, President

Business description: Wholesale and retail of bicycles, bicycle parts, and motorcycle parts

URL ： https://miyarin.co.jp

Official website of BEACH LINE BICYCLE ： https://beachline.jp/

BEACH LINE BICYCLE online store ： https://store.beachline.jp/