WILMETTE, IL (BRAIN) Jan 27, 11:09 MT—Chicago's Wilmette Bicycle & Sports Shop was featured in a four-minute segment on NBC's Today show this week, held up as an example of how old-school retailing can thrive despite the odds.
"The Wilmette Bicycle & Sports Shop is one of those stores that shouldn't exist in this big-box age. It's small, cramped and off by itself, miles from the nearest mall. But it works … for all the right reasons," reported NBC's Mike Leonard, who has been buying hockey equipment at the store for decades.
The store was founded about 80 years ago by Jim and John Versino and is now operated by their sons, Al, Jim and Larry. The store sells Schwinn and Giant bikes as well as team sports equipment.