Back Stor y:
Bike retailer blends domestic and international fixture production
to meet cost and schedule requirements By Tracy Dillon
At a time when the economy is causing many retailers to put the bra kes on e x pa ns ion pla ns, Performance Bicycle is in an all-out sprint to widen its lead as the nation’s
No. 1 cycling retailer. Now with 107 retail
locations, the Chapel Hill, N.C.-based specialty bike and accessories retailer also has
thriving catalog and online businesses.
In order to accommodate the changing
mix of merchandise, update the retail environment, and drive sales at the register,
Performance debuted a new store prototype design in spring 2011 to coincide with
the biking season.
“Our store format is grounded with the
understanding of our key guest archetypes,” says James Hilyard, vice president
of visual merchandising for the retailer.
“Demystifying the cycling shopping experience and providing the best selling tools
for our store associates is key to our new
design.” The store welcomes cyclists at all
levels, from professionals to commuters
who may be looking for an alternative way
to get to work, and to families choosing a
first bike for a child.
To fulfill this vision of the selling envi-
ronment, Performance teamed up with
Chicago-based fixture supplier Leggett &
Platt Store Fixtures Group. Together the
two companies set out to define the fix-
turing strategy with a redesign of perim-
eter, floor, and display fixtures.