Taking a road less travelled in retail proved the right course for bike shop owner Steven Grimwood who has developed an iconic centre of expertise around his bricks and mortar business.
Emblematic of what small independent stores can achieve (see Independents’ Day UK campaign below), his Elmy Cycles in Ipswich, Suffolk, is a magnet for beginner, hobby and elite riders who come from far and wide to get personal, on-the-spot help.
The store’s roots date back to 1922, making it one of the UK’s oldest cycle shops that, despite a world war and economic recessions, has continued to thrive.
Now it’s in the spotlight as cycling evolves into a mass leisure pursuit and the likes of gravel (multi-surface) riding become more popular.
Most recently there’s been a huge rise in the take-up of electric cycles, ideal for short runs and now comprising 15 per cent of Elmy’s sales.
“Bicycles and repairing them are at our core and we continually adapt to the needs of the communities we serve. Bicycles are a rare type of product that cover all social, ethnic and financial boundaries,” observes Grimwood, who started working for Elmy as a mechanic and then took over the business 30 years ago.
The business’s team of five are all active, keen cyclists. “With our incredible knowledge base and wide range of stock we can supply everything, from basic commuter bikes up to high end professional racers,” he explains.
“We pride ourselves on building specific-needs bikes for people with disabilities, specialise in helping those not sure what they want and providing one-to-one fitting sessions solving comfort issues.
“We fix the unfixable and it all revolves around our workshop. We do well with children’s bikes and our trade-in service which helps as a child grows, so families stay with us, from toddler to adult.”
Central to growth is the specific contribution of Elmy’s manager and co-director Joanne Newstead.
A renowned expert on the women’s cycling sector, her role has become even more valuable as the women’s market grows five per cent a year and now comprises 20 percent of sales, with stylish Italian brand Bianchi especially popular.
“Women appreciate friendly empathy and are receptive to advice,” observes Grimwood.
Elmy is, however, steering away from opening more branches. “If your business relies on service and you being there, it’s hard to replicate without putting in new systems,” he adds.
“We introduced change by moving to bigger premises nearby, with importantly a small car park, and now own the freehold.”
The company’s support for cycling teams positions it at the heart of the sport, enabling it to learn from riders and about the latest equipment tech, while customers mostly come from a 40-mile radius but are also increasingly international as the word spreads about the service.
Bucking trade trends, Elmy’s turnover is growing at a steady 10 percent and forecast to be around £600,000 come 2025/6.
Now working with retail partner Bianchi it is adding a new café area and a high end showroom with US mega brand Trek Bikes. After that is the big one.
“Building our own brand bike with local suppliers,” declares Grimwood. “Something that makes cyclists smile. At Elmy you enter as a customer and leave as a friend.”
This coming weekend, July 1 and 2, the Independents’ Day UK campaign will be banging the drum for small retail businesses, encouraging shoppers to buy from or use the services of an indie. For more visit https://www.
