Follow Bicycle Retailer

You are here

Chain Reaction Bicycles goes bigger

Published July 17, 2012

MARTINEZ, GA (BRAIN) Tuesday July 17 2012 7:08 AM MT—Chain Reaction Bicycles is making the move to a larger location in the coming months.

Owner Phil Cohen opened the store in 1991 and has been operating from his current location for 21 years. When he found out two years ago that the building was not available for purchase, however, the retailer set out looking for a new address. “I just got to that age where I thought, ‘I need to hold a building for retirement and security,’ ” said Cohen. “If I was going to stay in the bike business, I had to make a move.”

Chain Reaction’s new home at 4407 Evans to Locks Road is a fixer-upper three miles from its current location. “It isn’t perfect, but we’ve saved enough money that we can spend a lot on the remodel,” said Cohen. “The new space effectively doubles our showroom and service area, plus we’re going to add a second floor to create more storage space.”

With business successful as it is, Cohen has no immediate plans to change brands or inventory and is focused on “just making the transition.” However, the move will allow him to display more bikes and inventory in a more attractive way.

A soft opening is planned for August, with a grand opening in September. “It’s been an emotional roller coaster. First I was nervous, then excited, then frustrated dealing with all the red tape,” said Cohen. “Now I’m excited again. I’m convinced it’s going to be a good move for the shop and for the customers.”

Marisa Shimano

Join the Conversation