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Bike brands creating Denver cycling hotspot

Published January 9, 2013
Primal Wear and Alchemy staff in front of the space recently.

DENVER, CO (BRAIN) — Six bike companies — perhaps to be joined soon by a few more — are co-habitating in a Denver building, creating a destination hotspot for area bikers.

The tenants at 7700 Cherry Creek South Drive include (in alphabetical order): Alchemy Bicycle Company/Ethic Industries (a high-end frame maker, recently relocated from Austin, Texas); Chroma Cafe (a coffee shop); Primal Wear (the cycling clothing brand); Shama Denver (a bike retail and fit business); The Pro's Closet (an eBay seller specializing in bike gear); and Tru Fit Training (a bike training studio).

"We have created a complete destination for both recreational and more serious cyclists and runners to have a place to call home in Denver," said Matt Simpson, president and managing partner of Alchemy Bicycle Company/Ethic Industries.

"We intentionally created this space along one of the major bike routes in and out of Denver. It offers space for coaching, training, professional bike fitting or just a place to meet friends over a cup of coffee."

The location, just off the Cherry Creek Trail bike path, may soon feature a Denver B-Cycle bike-share kiosk right outside, as well.

Shama Denver is a franchise of the Phil Shama's retail store in Houston, which is one of Alchemy's largest dealers. Shama Denver will work with Tru Fit's bike fitter Drew Hill to support retail sales of Alchemy bikes from the facility. 

Shama Denver's 2,000-square-foot space includes a showroom, retail goods area, a dedicated fit room and a service zone.

"The space in Denver is a boutique space based around the fit process, whether customers bring in their current bikes, which we can help make them fit better, or they are buying a custom bicycle," Shama said. "The main premise of Shama Cycles opening with Alchemy is to offer a truly unique experience when purchasing a custom, handmade bicycle."

The Pro's Closet is based in Boulder but recently opened a Denver satellite at the location. 

Primal Wear is probably the largest business currently in the space. The clothing company has its corporate headquarters at one end of the building, while Alchemy and the other companies are at the other end, separated by some non-bike-related businesses. Primal clothing will be available in the Shama retail showroom.

Simpson also noted that the bike-crazy location is likely to host some kind of event during next month's North American Handmade Bicycle Show, which is being held in Denver.

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