THE BIKE ROOMS
A room with a view As the third to open in The Bike Rooms portfolio, own-brand stores have become a key avenue for Pinarello. Mark Sutton heads down to Regent Street to find out what’s next from the chain… Looking for gear stacked high? Probably best to avoid the Bike Rooms, then
SWINDON, MANCHESTER and now a very affluent London borough. The Bike Rooms is Pinarello’s much required own-brand shop window, complementing a quality, yet admittedly reduced crop of specialist dealers up and down the UK. Tour de France wins and Hour Records do a lot for a bike brand’s desirability and demand in the City is higher than ever. Alan Sugar opened
spokesperson Joe Deacon. Shop spokesperson? That’s an odd job description for someone on the shop floor day-in day-out. “We don’t really have specific roles within the shop, we share the load and responsibility for all aspects equally. It means that when a customer comes through the door they’re not left waiting for the right person to become available, we’re all ready to help, whatever their needs.
“When a customer comes in we’re all ready to help, whatever their needs.” Joe Deacon, The Bike Rooms and occasionally shops at Regent Street’s Bike Rooms, so what about the customer demographic? “I’d suggest it’s a 50/50 split between customers who come in knowing exactly what they want and those that know they want a Pinarello, but need our assistance in explaining which bike is right for them,” says impromptu shop BIKEBIZ.COM
We’ve all been trained to handle the product, be that the mechanics, sales, marketing and bike fitting too.” And for the customer entering, quality service is expected. “We carry the full range of each of the five labels carried, even down to the town and MTBs that many people have never seen from Pinarello. Understandably that’s not something BIKEBIZ OCTOBER 59