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Surf City Finds Success at High End

Published November 12, 2008

HUNTINGTON BEACH, CA (BRAIN)—Despite the slowing economy, high-end bikes continue to reign supreme at Huntington Beach’s Surf City Cyclery.

“We just sold a $10,000 bike last week,” said Surf City manager TJ Jordan, citing a Cervélo R3 spec’d with Campy’s new 11-speed gruppo and a $3,000 wheelset.

Surf City was the first stop on the third day of BRAIN’s five-day dealer tour of Orange County.

At 11,000 square feet, Surf City is the largest Specialized concept store on the west coast, which is apparent when you walk inside. Its red and white walls are decorated with Specialized signs and product posters and merchandising racks are filled with the brand’s parts and accessories. The large open floor plan, exposed ceiling and bright lighting give the space a loft-like feel.

The shop is known in the area for selling high-end road bikes, but Jordan attributes about 40 percent of sales to the mountain category. Although about 89 percent of sales are Specialized bikes, the shop also carries Intense, Felt, Niner and Nirve.

They have also begun dabbling a bit with fixed gear bikes, but “it’s hard to compete with online with that stuff,” Jordan said.

Owner Sean Flynn opened Surf City in June 2006 after leaving Supergo Bikes, which had recently been bought by Performance. Jordan and 12 other Supergo employees came with him.

Choosing to be a Specialized concept store was a no-brainer, according to Jordan, as the group had already been selling the brand at Supergo, and many of their customers, who followed them to the new store, were used to buying Specialized bikes.

Sales have grown every year because—Jordan believes—consumers aren’t willing to sacrifice their passion for cycling even in challenging times. He sees no reason why the industry won’t continue to be successful next year.

“I think cycling will continue to grow,” Jordan said. “I think with the return of Lance (Armstrong) this year, it’ll be great.”

BRAIN’s dealer tour continues today with stops in Costa Mesa, Laguna Beach and Laguna Niguel and wraps up on Friday in Dana Point.

—Nicole Formosa

Photo: Surf City Cyclery manager TJ Jordan stands next to a sign for the shop's fundraiser for the Boys and Girls Club of Fountain Valley. The shop is contributing $5 from every bike purchase to the organization.

Topics associated with this article: Events

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