BikeBiz Bicycle and cycling retail news
The Cycle Company has launched a new-to-the-business style of showroom with the opening of its Romsey store, which features every e-bike model from Estarli.
For the business’s newest store, the established e-bike retailer has pivoted from the classic shop model to launch what it sees as a disruptive e-bike showroom.
The Romsey store, located on the high street, will see Estrali positioned as the lead brand, with 2 other brands also offered in-store.
Estarli bikes have featured prominently in The Cycle Company’s lead store in Shawford, near Winchester, for over three years. Following continued and consistent success the retailer has decided to launch a new shop where 70% of the floor space is dedicated to Estarlis.
Corcoran believes the key to success is Estarli’s ability to listen to their feedback and the customer’s feedback and quickly evolve and iterate the products.
“They’re (the bikes) getting much sleeker and smarter. Estarli are adding in features that are just really well thought-through and the brand is not afraid to try things out that are really working for us and our market.”
Here, The Cycle Company highlights another important cog in the relationship, pointing out that “Estarli drives a lot of traffic to partner stores through marketing campaigns and event appearances.”
Corcoran continues, “they (customers) come and they’ve done their research and a lot of the time the brand really attracts them…we are selling more and more Estarli bikes and they just seem to tick the boxes for so many of our customers.”
The Estarli range now includes a series of folding e-bikes, full-size hybrid/gravel models and family-focused cargo bikes.
All Estrali bikes are built to order in Hertfordshire. Having an almost dedicated showroom means that Estarli can show off its multitude of personalisation options and accessories.
Estarli Co-Founder Alex Francis comments: “It’s really nice to have an opportunity to have one store which has all the models and the permutations and you can take them away to ride and test ride them.”
Location, location, location (and bike rental)
On the edge of the New Forrest, the historic market town of Romsey has been without a bike shop for a number of years.
.As both Cycle Company stores border National Parks, the retailer also offers e-bike hire for those looking to soak up nature while visiting.
The Cycle Company has ambitious growth plans, with a stated intention to replicate the Romsey model across the South of England.
