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Portland’s Western Bikeworks reopens after extensive remodel

Portland’s Western Bikeworks reopens after extensive remodel

Published April 17, 2017

by BRAIN Staff

PORTLAND, Ore. (BRAIN) — After six years in its Pearl District location here, Western Bikeworks COO Mike Urness decided it was time to modernize the 10,000-square-foot store in order to up its retail game and deliver the upscale shopping experience Portland shoppers have come to expect. 

Urness worked with retail design firm 3 Dots Design to update the shop's interior.  

“We are just finishing the redesign and build-out of our downtown Portland store and 3 Dots was a huge help — from pulling the store design and layout together to helping us select materials, fixtures and mannequins and then connecting us with excellent suppliers and helping with negotiations, pricing and logistics,” Urness said. 

The remodel included carving out a triathlon-specific zone to house tri apparel, accessories, wetsuits and a complete offering of tri bikes. The tri section is located right near the bike fit area, so that high-end triathletes can easily dial in their perfect bike fit. Western Bikeworks recently acquired rights to triathlon retailer The Athlete's Lounge's name and customer base after it closed in 2016.

“This was an exciting project for us to work on, as Portland has some of the best retail stores in the country. This shop suffered from many of the same challenges that typical shops deal with; confusing sightlines, overwhelming bike presentation, uninspiring apparel sections and lack of signage or graphics,” said 3 Dots Design owner Holly Wiese

“I think customers will be very pleasantly surprised with the new vibe and layout of the store, and I’m confident that Western Bikeworks will start selling more product as well,” Wiese added.

3 Dots Design also reorganized the nutrition category and segmented the store's bike selection to make it easier for customers to shop. 

“To the average customer, a bike is a bike. I have a feeling Western Bikeworks was missing a lot of bike sales due to the average customer feeling overwhelmed and intimidated by the process of selecting a bike,” said 3 Dots Design’s Andy Davis. “We further segmented their collections and called attention to each category by featuring a bike in front of a graphic that clearly defines the end use. We also made a huge improvement in their nutrition category by reorganizing, re-fixturing and bringing in a sampling area for customers to try new products.”

Western Bikeworks also operates a second location in the Portland suburb of Tigard, which it opened in 2015. Urness said he plans to integrate some of the same principles of merchandising, graphics and signage from their main location remodel into the Tigard store.

Great Trends For Revitalizing Your Retail Bike Shop Design

When it comes to remodeling, bike shops around the world are pushing the envelope and bringing great design ideas to retail shop design. If you want your bike shop to look cutting edge and updated, here are 3 major bike shop retail design trends.

  1. Mix of natural with the industrial. When it comes to shop remodeling trends, stores are mixing natural woods with clean lines from concrete floors and brick walls with metal fixtures. With bikes standing out against warm wood tones while blending with industrial metal accents, sellers are able to present the dual nature of bikes as mechanical yet connected to the outdoors. Handsome Cyclesis a good example of this blend of natural colors with an industrial twist.
  1. Feature bikes on walls.  In addition to the necessary racks of bike inventory, the trend is to pull unique bikes out and feature them in a highlighted display on the wall. This is a great way to break up a group of bike racks and also a good way to engage your customer with a clearer presentation of the features on the highlighted bike. The Factory Five Boutiqueexercises this trend in a great way, showcasing the fixed gear frames for visitors on their walls and hanging from the ceilings. Not only does it draw color to the walls, but visitors can get a good look at every part of the frame without moving the bike. And given its position on the wall, the frame looks as light as it is, making riders more susceptible to seeing the advantage of the frame.
  1. Bright and bold colors for visibility. As more and more people want bikes for commuting, bike shops are displaying their wares with a mix of bright and bold accents that bring bikes and accessories to the forefront. Displaying bright products--such as reflective materials, neon-colored clothing, and colorful helmets or handlebars--gives consumers a sense of safety, visibility, and forward-thinking when looking at bikes in shop. Playing with these bold colors can add great interest to your shop.

For more design ideas and inspiration as well as versatile fixtures for displaying your product be sure to check out our website.