First Specialized concept store opens on West Rand

West Rand residents will be pleased to hear that on Tuesday 28 January West Rand Cycles in Krugersdorp joined the leading bicycle manufacturer Specialized as a concept store.

It’s said that this is the first Specialized concept store ever to open on the West Rand.

According to Peet le Roux, the retail services manager of Specialized Bicycles Africa, West Rand Cycles has grown remarkably in the past two years.

“We investigated the market together with the owners, Eben and Lynne Venter and in the end it was an easy decision to create a concept store here. We honestly can say that it was more a case of the area choosing us, than we choosing the area. It is very positive to see the growth of the cycling community on the West Rand.

“The high demand for reliable and quality cycling products has been typical of the South African cycling market – being very race orientated. We also included a dedicated Body Geometry Fit studio in West Rand Cycles that will help to educate our riders to achieve the best cycling experience possible,” says Le Roux.

“We have a well-organised corporate identity that has been developed over the 40 years of Specialized history,” continues Le Roux.

“Our dedicated retail services team educates our dealers and staff on the ground on visual merchandising, our products and general retail aspects. Our local retail services team works closely with their global colleagues to ensure that we are always on top of the retail game and well informed of any CI developments.

“Thus, the global retail messages can reach our dealers directly through our local team and therefore we are able to keep

our high standards and help our dealers to create the Specialized vibe. All Specialized dealer staff also attend product, merchandising and Body Geometry Fit classes held annually at our headquarters in Stellenbosch. These classes are hosted by our global SBCU (Specialized Bicycle Components University) programme and are vital to achieve the standards of our premium brand.”

“West Rand Cycles has been open for 18 years now. Becoming a concept store is a big change in direction for our business,” says Eben.

“It is important for us to launch the store to our existing customer base as well as new customers that share our passion for Specialized bicycles. Our target market is all who like cycling, including children, entry level riders as well as the stage race enthusiasts.

“We not only sell the best bikes, but also have a great workshop. We also do bike fitment, event support at races like Absa Cape Epic and Joberg2C to name just a few. It feels great to be part of a brand that is exclusive to a small dealer base. This enables Specialized to put a lot of effort into each dealer to ensure that we are given the best possible services day to day.”

Prominent Specialized athletes and ambassadors include XTERRA legends Conrad Stoltz and Dan Hugo, Olympic triathlete Richard Murray, Dakar Rally winner Giniel de Villiers and former Springbok rugby players Corne Krige and Tiaan Strauss.

Store information:

• Physical address: 29 Voortrekker Road, Mindalore North, Krugersdorp

• Trading hours: Monday to Friday from 8.30am to 5pm

• Contact: 011 955 4342 / Sales@westrandcycles.co.za

Follow them on twitter: @WESTRANDCYCLES / @SpecializedZA

Like them facebook pages: West Rand Cycles / Specialized Bicycles South Africa

For information on Specialized South Africa Retail Services contact Peet le Roux via email Peet.LeRoux@specialized.com.