Cycle Surgery has been named Specialized’s chosen dealer to open its newest concept store in London’s Covent Garden.
The concept store will be split over two levels, designed to produce an ‘inspiring brand experience’ and thriving bike shop for the community.
The store is part of a regeneration retail project called St Martin’s Courtyard, joining two shopping areas at Long Acre and Seven Dials. The area will be pedestrian friendly and includes Banana Republic, LK Bennett, The White Company, Jack Wills, Bill’s Cafe and Jamie’s Italian.
“We never forget that the underlying strength of any cycle shop is the ability to engage with every customer on every type of bike," said Cycle Surgery MD Dion Taylor. "Not only will this store have state of the art cycle products from the amazing Specialized design team, but will offer fantastic customer service and the fully equipped workshop that a central London bike shop needs at a time when cycling is growing on a daily basis. This partnership cements an already strong relationship with the Specialized Team. We are proud to be working closely with one of the best known and respected bicycle brands in the world.”
Cycle Surgery it will open a new store in Moorgate, City of London, within Ropemaker Place on Chiswell Street. The 4,000 square foot store, with prominent window presence at street level, is located on a busy cycle route.
The retailer decided on the location after finding that a large number of City workers were more than a lunchtime walk away from its stores in Bishops Square and Spitalfields in the east of The City. The Moorgate store, which opens May 2011, will feature Runners Need (part of the Snow+Rock Group).
Taylor MD explained: “When we first visited Ropemaker Place we learned that the building’s carbon emissions are 33 per cent lower than regulations stipulate, it harvests rain water to reduce mains water consumption, has 270 bike storage spaces and fifteen showers for workers commuting by bike and has won the 2008 Green Building Award. Then we took a look at the fantastic retail space that fronts onto one of the busiest parts of London’s business district.”
The Specialized concept store is due to open in Covent Garden in mid-July.