EVANSTON, IL (BRAIN)—Longtime Evanston retailer Turin Bicycles has rebranded as Ten 27 Cycles and is now under the sole ownership of Chris Mailing, who has been majority owner since 2004.
Former minority owner Lee Katz retains rights to the Turin name and continues as minority owner in Turin Bicycles in Denver, Colorado, Mailing said.
Ten 27 takes its name from the shop’s street address at 1027 Davis Street, where it opened in 1971. As part of the changeover, Mailing has reconfigured his sales floor to emphasize the shop’s road selection and fit area. “We’re sort of evolving and deepening our commitment to that,” he said.
Trek remains Ten 27’s main bike line; it also carries Moots, Independent Fabrications, Cervélo, BMC, Felt, Electra, Linus and recent addition Look.
Mailing plans a grand reopening, but in the meantime is busy converting signage, fliers, business cards and other paperwork, and beating the drum in the cycling community about the new identity.
“Because we’ve been here since 1971, people have gotten comfortable with that name, so now we have to get the word out and make people equally comfortable with the new name,” he said.