E2 partnered with Sheppard Cycles, Australasia’s leading bicycle wholesaler, to create a bold new retail identity and store experience for the rebranding of AvantiPlus to My Ride. E2 was responsible for both the store design and the visual identity, shaping a cohesive brand presence that resonated with cycling enthusiasts and recreational riders alike.

The new My Ride concept offered a dynamic multi-brand environment, showcasing bikes and accessories within an engaging, customer-focused retail experience. The rollout of the new design and branding extended across Australia and New Zealand, with the first flagship site opening in Perth at the former AvantiPlus Cannington store in early 2018.

Through innovative layouts, clear brand communication, and immersive retail storytelling, E2 helped position My Ride as a destination for the cycling community, supporting Sheppard Cycles’ strategy to strengthen their market leadership across Australasia.