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California store reopens as Specialized Elite Shop

Published November 8, 2012

SCOTTS VALLEY, CA (BRAIN) — Scotts Valley Cycle Sport has reopened in a new location and as a Specialized Elite Shop. Its new location is twice the size of its previous store.


Owner Andrew Cavaletto started working at the store in 2001 and bought it three years ago.


Cavaletto said Specialized help him improve his store.


“With everything that Specialized offers, with being an Elite Shop, you get a lot of help from Retail Services. That’s one area where I wanted help with: the store look and feel. I walk into a lot of high-end retail locations and I wanted that same feel in my shop. I wanted to offer a little more to my customers,” said Cavaletto.


The new location has more than 4,400 square feet, including 3,500 square feet of retail space. The retail space includes a dressing room, a service department, and a dedicated BodyGeometry Fit room. The larger retail floor will also allow it to expand beyond its core mountain bike category, and offer more women’s and road products.


“The flow and layout of the store has definitely helped customers find what they need. My apparel sales have gone up 25 percent. The new dressing room increases the opportunity for customers to buy what they need, since they can now try on gear. The layout allows customers to easily see everything that’s available, and it’s displayed in a fashionable manner, so more customers want to try things on and buy them,” said Cavaletto.


Cavaletto said although Specialized helped him with the vision, it was important to him that Scotts Valley Cycle Sport maintain its own brand and identity within the community. 


“I wanted the store to still be Scotts Valley Cycle Sport, and I want the customers to know it’s still the same people. Even though we’re an elite shop now, we’re still the same people and the same shop. We have the same values, we want to provide the same quality service. At first I was a little nervous, but customers have been coming in repeatedly, just stoked on the location, the look and the feel, and how much bigger it is. It’s been really positive,” said Cavaletto. 


 

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