Specialized Concept Store opens in London
Posted on in Cycles News
The fifth Specialized Concept Store officially opened its doors on Monday 27th April and we were there to get some photos and speak to the owner, Paul Miller.
Formerly an Action Bikes franchise the store is located on Ruislip High Street in West London with 2500sqft of retail space plus 1500sqft for workshop and storage. There are five full time and four part time staff employed.
Click on the links below to see the photos:
The business is owned 100% by Paul Miller who describes the arrangement with Specialized as a "very close working relationship rather than a franchise." Specialized took care of the store re-fit as part of the new partnership, which took 6 months to realize.
Miller said he has invested significantly in the new venture: "By committing to Specialized we have their full support, which will be ongoing. They gave huge help in the design and fitting of the new shop and the resulting quality is superb - everyone who walks through the door is smiling and compliments us. It's great!"
Miller believes the focus on a single brand is important: "I feel that instead of us knowing a bit about a few brands we can know everything about one brand and offer our customers a better service. You wouldn't expect to see some BMW's and a few Mercedes in an Audi garage?"
The new store has enabled Miller to separate the workshop and services areas from the main retail showroom - similar to a car dealership - which he believes creates a much more purposeful environment for both parts of the business. Customers can drive up to the service area at the back of the premises and drop-off and pick-up their bikes.
According to Miller The new store has already benefited from drawing in new customers from a much wider catchment area than his previous Action Bikes offering, with positive responses from existing customers.
The new Concept Store has also been good for staff, who Miller says have risen to the challenge with renewed enthusiasm and pride.
Further Specialized Concept Stores are planned for the UK, although the number and location remains confidential at this time.
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