Specialized opened their first UK Concept Store in Chester on January 11.
The Concept Store highlights the large inventory that Specialized possess as
the large store shows of the complete range.
Every product, from the humblest bike to the top of the range racing steed
is there to be seen. It certainly makes an impact.
According to Specialized CEO Mike Sinyard they want to use the Concept Store
to "develop the whole brand more.”
Mike Sinyard also told us;
“Our aim is to offer the cyclist a more complete experience in the store,
with the full range of the product. I think that’s very important.”
“The inspirational images on the walls, the atmosphere, it makes you want
ride and that’s really the goal, to connect riders with the brand.”
“For the UK this is a big store and obviously the others will follow in
various shapes and sizes. But a great store is all about the people. Without
the people, we’re just a concrete building.”
Also happy to talk was Dave Quinn the owner of the store (Owner of the
Bike Factory next door).
We asked him how other brands responded to having the concept store next door
to his existing bike shop; “The brands that we work with are very forward
thinking brands and lots of people see it as a very positive thing.”
“We’re appealing to all type of rider and the success is that we’re
in both markets.” (MTB and Road.)
Richard Hemington the top man in the UK outlined his take on the Concept Store.
“People will be interacting directly with the brand. If you go to Sony
you’ll expect to get more specialist product information than if you go
to Curry’s and that’s the goal here.”
“If you think about it, flat screen TVs are cheaper than a year ago and
we’re actually doing the opposite and asking our customers to spend more
money, so to engage them a customer needs the right environment. In the UK what
we recognise is the potential for retailers to open Concept stores and we don’t
need 100 of them to do that, to get the brand experience.”
We asked Richard whether there will be a London store? “Of course”, he
replied.
Want to see more pics? - Click
here
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Richard Hemington - "People will be interacting
directly with the brand"
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Specialized CEO Mike Sinyard
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Liam Killeen was on hand to sign posters and to chat
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