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Bicycle Warehouse Partners with Giant

Published July 16, 2009

NEWBURY PARK, CA (BRAIN)—Debbe and Mike Simmons own five Bicycle Warehouse stores in the San Diego area, and they just celebrated the grand re-opening of their Pacific Beach location on Saturday, July 11.

They worked with the Giant Retail Partner (GRP) team and redesigned their flagship location with new paint, fixtures, and messaging to give the 13,000-square foot space an entirely new look.

While deciding on their remodel, the Simmons looked at the Village Bike and Fitness stores in Grand Rapids, Michigan. Several of those stores, owned by Dale Phelps and Pam Krause, utilize the GRP design model.

“With the different things we saw Dale and Pam doing, it showed what a great opportunity we had at Bicycle Warehouse,” said Debbe Simmons. “The GRP group helped give us ideas. The paint, and all the fixtures really make all the difference in the world—it makes the store definitely more professional.”

Among the guests at the Bicycle Warehouse re-opening were Giant global’s chief executive officer Tony Lo, his wife, Mimi, and son, Chu-Wei. Elysa Walk, general manager of Giant Bicycle USA, attended as well. 2000 Olympic Games Silver Medalist Mari Holden and urban freeride legend Jeff Lenosky were also on hand to entertain the crowd and sign autographs as Giant athlete ambassadors. Lenosky performed two mountain trials stunt shows inside the store, and Holden led a challenging road ride for dedicated enthusiasts.

PHOTO CAPTION: Celebrating at the Bicycle Warehouse grand re-opening are (L-R) Elysa Walk, general manager of Giant Bicycle USA, Debbe Simmons, owner, Tony Lo, chief executive officer of Giant Global, Chu-Wei Lo, Mike Simmons, owner, and Mimi Lo.

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