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Revo Cycles Opens Second SoCal Store

Published October 22, 2010

LAKE FOREST, CA (BRAIN)—Revo Cycles opened its second Southern California location this weekend as an alternative to the single brand concept store model.

Instead of partnering with one key brand, Revo Cycles’ owner Darrin Duhamel split his new space into miniature concept stores for each of his primary brands: Cannondale, Scott, BH, Pivot, Turner, Look and Yeti. Each brand has its own four-walled suite to showcase their product.

“It’s a brand new concept,” Duhamel said, adding that he pitched the idea to his suppliers a year ago in response to the proliferation of concept stores. “I thought it was imperative that each brand, whether it be a bike brand or an accessories brand, they finally have a place where they can display their products the way they want to display them, much like a concept store.”

Duhamel has long resisted the idea of concept stores, and dropped Specialized from his Dana Point location when he was pressed by that brand to sign on with its concept program. But, with new concept stores popping up seemingly every day, he realized he needed to think about his business differently if he wanted to be around five or 10 years down the road.

He invested a $500,000 to sign the lease on the new space and redesigned the interior with high-end custom fixtures and natural bamboo flooring. The six suites are situated around the perimeter of the store, with 5,000 square feet in the middle devoted to apparel and parts and accessories. At 1,100 square feet and room for 140 bikes, the largest suit belongs to Cannondale, which brought in its own designer to customize the area, Duhamel said.

“The brands in the suites have a minimum of 20 bikes on the floor at all times,” he said.

Outside the suites, each brand, like Easton, Zipp, Fizik, Giro, Oakley and Smith also has its own space. Product is organized by brand rather than category so there is no dedicated helmet or saddle wall.

The new Revo Cycles, which is visible from the I-5 freeway, also has a full espresso bar and 25 linear feet of wall space dedicated to nutrition, which are located up front and can be opened to early morning riders before the main store is ready for the day’s business.

Duhamel is running the store’s backend based on proprietary systems he developed to increase business efficiencies. His concept is under a two-year nondisclosure clause, but when it expires he wants to offer the model to other IBDs.

—Nicole Formosa

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