ANCHORAGE, AK (BRAIN) — The owners of Anchorage retailer Chain Reaction Cycles are set to open Alaska’s first Trek concept store in March.
Trek Store of Anchorage will be housed in 4,600 square feet of space that Trek is designing and building out with its own displays, signage and color palette, said Bill Fleming, who co-owns the new store as well as Chain Reaction and Fatbikes.com with partner Jamey Stull.
Chain Reaction doubled its space to 6,000 square feet in 2010 when it began carrying Trek, with the understanding that the retailer would move the brand into a stand-alone store down the line. Four months ago, Chain Reaction downsized back down to 3,000 square feet ahead of opening the new concept store.
Going forward, Trek Store of Anchorage will carry the Wisconsin supplier’s full range plus fat bikes from Chain Reaction house brand 9:Zero:7. Chain Reaction, meanwhile, will focus on performance road, tri and mountain, carrying only Trek’s top-end models plus bikes from Pivot, Seven Cycles, Ridley, Santa Cruz and Cervélo.
“The idea is not to clone ourselves. We’re trying to complement each other, not duplicate each other,” Fleming said.
Trek Store of Anchorage will have a soft opening March 15, with a grand opening planned for April 10.