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BRAIN selects Now Bikes for Retail Remodel Project

Published February 12, 2015

LAGUNA HILLS, Calif. (BRAIN) — Now Bikes and Fitness of St. Paul, Minn., has been chosen as the recipient of BRAIN's Retail Remodel Project. The inaugural project will illustrate the power of retail design and merchandising through the makeover of a bike shop.

"We are really excited to be selected for this," said Bob Sumada, part-owner and manager of Now Bikes' St. Paul location. "We are a growing urban, high-end shop that has been improving and updating but we have hit a creative vacuum. We paint, improve, build and buy fixtures every off-season but we need fresh eyes on our ongoing project."

The two-store retail operation has been in business for 38 years. Second-generation owner Paul Himmelman owns the 100-year old building in which the St. Paul location sits. Burdened with dim lighting and bikes hanging from a low ceiling, Sumada said he is eager to implement new design and merchandising ideas.

"We embrace change but need some help," he said.

Now Bikes was selected from more than 80 retail applications submitted. It met editorial and design criteria including need for the remodel, ability to share sales figures, location of store, and size of store. At 4,500-square feet, Now Bikes is an average-size specialty bike shop according to the NBDA 2013 Specialty Bicycle Retail Study.

"Like so many specialty bike shops, Now Bikes is a longstanding and successful business doing many things right. By applying current best practices for retail design and merchandising, we can help Now Bikes improve the overall look of their space, make shopping easier for their customers and increase their sales," said Holly Wiese, owner of 3 Dots Design.

BRAIN has partnered with 3 Dots Design, a leading retail design firm, to execute the store remodel. Mercedes Ross of Merchandising Werx will work with Now Bikes to provide store merchandising and product placement. In addition, Gregg Frederick of G3 Development Group will conduct a financial review to dial in Now's financial goals and provide financial benchmarking.

"Store design and merchandising is a critical and often overlooked aspect of any retailer's success. By working with Now Bikes to establish a baseline for sales and tracking their sales after the Remodel, we hope to demonstrate the positive impact that merchandising can have," said Frederick, a principal of G3 Development Group.

Leveraging web, social media and print media channels, Bicycle Retailer and Industry News editors will cover the store transformation from start to finish. The redesigned store will be revealed in the May 15 issue of the magazine, along with merchandising tips from partners and sponsors.

The Retail Remodel Project is presented by CamelBak, Club Ride, Finish Line, Giro, Rudy Rack and QBP.

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