Giant was started in 1972 and is considered one of the “Big Three” in North America, including Trek and Specialized. With more than 12,000 retail stores around the world, Giant is a leader in product experience and customer service. In 2008 Giant launched the Liv/Giant sub-brand with products focused exclusively on the female cycling market. In 2014, the Liv/Giant sub-brand was re-branded to Liv, with the re-branding meant to further differentiate the Liv brand products from existing Giant products, communicating the concept of “designed by women for women”. All Liv products are designed from the ground up including frame geometry and component choices, and utilize separate molds and designs that separate it from Giant branded products.