06 The Bloordale Times July 2013
New In Business
WORLD CLASS BIKES NOW AVAILABLE FOR PURCHASE ON DUPONT With product ranging from roughly $400 to $100,000, new bike shop La Carrera Cycles carries some of the most expensive bicycles on the planet BY JOSHUA SHERMAN
joshuaxsherman@gmail.com
In an unassuming Bloordale shop, there are bicycles for sale that are worth more than most cars. La Carrera Cycles (1611 Dupont St.) is a go-to source for those seeking the ultra-rare and exotic in the world of cycling, although you might not know it from the look of the shop’s stark white walls. While it has been at its current address only since April 1, La Carrera had already gained
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notoriety on Harbord St., where it was located from 2001 until 2011. “I was selling the most expensive bikes on the planet in a room that was 15 by 15 and people could not understand how an ex-bike messenger could sell some of these expensive bikes that… the most elite bike shops could not sell,” said owner Nadir Olivet, 46, of his company’s former storefront. After a two-year hiatus, Olivet—who aside from working as a bike courier has also been involved with vintage auto racing and motorcycle repairs—is now bringing those same exclusive offerings to his new Bloordale location. Bicycle prices at the shop range from $365 all the way up to $100,000. And with the highend merchandise, international clientele have been attracted, particularly in Asia and France, says Olivet. Among out-oftown customers are celebrities like rapper Kanye West and actor Robin Williams. Olivet’s rare rides have even attracted royalty. “A couple of the Saudi royal families own our bikes,” said Olivet. Asked what draws customers from around the world to his shop, Olivet said, “I did a couple projects with some very famous constructors and we’re the only ones selling that product in the world.” One such project was Look Ma No Breaks, a 2007 collaboration between the master bicycle frame builder Ernesto Colnago, and graffiti artists Futura and Stash.
One of only 38 of La Carrera’s Look Ma No Breaks production model track bikes featuring the artwork of graffiti artist Stash. Photo by Joshua Sherman
One of the prototypes, a road bike with a colourful, dotted design by Futura, carries a price tag of $100,000. More modestly priced, but no less impressive, is a $7,500 blue track bike decorated with an arrow motif by Stash, one of only 38 in existence. In all, a limited run of 80 bicycles were created for the project. Though the production numbers were small, the impact on Olivet’s business was anything but. Olivet says the trio of Colnago, Futura and Stash changed his life. “If it wasn’t for them, I don’t think as many international buyers would be looking for me, or celebrities, as I’ve had in the last few years.”
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However, in spite of the famous clientele and top-of-the-line bicycles, Olivet insists La Carrera is for everyone. “If you only have an inexpensive bike, you get the same service as a bike that you’re bringing in that was just at the Tour de France,” he said, adding, “I don’t care, I just appreciate people coming to my business and I want to treat them the same way.” That indiscriminate customer service policy is at the very core of Olivet’s business and is part of the reason he opened La Carrera in the first place. “It was kind of like I wanted to show some of these people and these bike shops that the same
people that are bringing in $10 bikes eventually are going to come in and spend $10,000 on their dream bike,” he said. As for what plans Olivet has for the near future with La Carrera, he said, “I’m fed up with a lot of the things that are happening in Toronto, cycling wise. I’ve never wanted to be involved with governing bodies and sponsors, I’ve always done everything on my own. So all I can say is Toronto’s going to be surprised.” La Carrera Cycles is open from 10 a.m. to 7 p.m. Monday through Saturday. For the summer months, the store will open on select Sundays.
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