Very close to the starting line in Cesenatico (Italy) last Sunday, a huge queue formed. But it was not for a distribution of gadgets from the caravan or the presence of a remarkable guest, or even a rider. They were all there for the official boutique of the Grande Boucle. In the memory of a follower of the Tour, we have rarely seen such enthusiasm for derivative products.
“It was incredible to have so many people over the three days in Italy,” confirms Mia Lingier, manager of this boutique for the 20th consecutive year. The craze was reflected in the cash registers: a turnover of 20,000 euros in one morning. Unprecedented!
