Stephen Harrell is opening a bike wholesale and retail shop off Three Chopt Road. Photos by Michael Thompson.
A new bike peddler is riding into the West End.
Stephen Harrell is launching Bikes4U at 11000 Three Chopt Road in Three Chopt Center. Harrell has a one-year lease on the 1,400-square-foot space and plans to open within the next two weeks.
Harrell is the East Coast sales representative for Washington state-based bike maker Diadora USA Cycling. Harrell plans to use the location on weekdays as Diadora’s East Coast headquarters and showroom for wholesaling bikes. On weekends the shop will be open to the public for retail operations.
He’ll use his position as a wholesaler with a direct line to the manufacturer to sell the bikes at 30 to 40 percent less than what they would typically be at other stores, Harrell said.
“People say, ‘How can you do that?’” Harrell said. “Well, it’s pretty easy: we make the bikes.”
Harrell, 47, said that an entry-level Diadora road bike that usually retails for about $1,500 would go for about $900 at his store. Some bikes will start at as low as $200.
Harrell’s store will only be open for normal shopping on weekends.
Harrell said he will always have at least 200 bikes on the floor, and cycling apparel and gear and equestrian clothing will also be in stock.
Until Bikes4U opens, Harrell said the only place to buy Diadora bikes in the Richmond area is at the Conte’s Bike Shop locations in Carytown and Midlothian. He said he doesn’t see his shop as competing with other area bike shops that focus on high-end bikes.
“We’ll take the crumbs they leave on the table,” Harrell said. “If somebody comes in and is $50 short, we’ll work with them.”
This isn’t Harrell’s first ride through the Richmond bike scene.
He previously sold bike apparel at the Short Pump location of Conte’s Bike Shop. At the time, Harrell was also wholesaling Diadora bikes to Conte’s. Eventually he decided to open his own venture.
Harrell said including inventory and renovations, it will cost $175,000 to open his showroom and shop, and he is financing the venture himself. He said the next location would likely open in Florida.
“The goal would be to have five locations in the next two years,” Harrell said. “The area of where the reps are selling is where I want this concept.”
Bikes4U joins a yoga studio, an Irish dancing studio, a barber and a pet groomer in Three Chopt Center.
“It chose me,” Harrell said of his West End location. “The traffic on Three Chopt is amazing. Hundreds of cyclists go past here every morning.”
Stephen Harrell is opening a bike wholesale and retail shop off Three Chopt Road. Photos by Michael Thompson.
A new bike peddler is riding into the West End.
Stephen Harrell is launching Bikes4U at 11000 Three Chopt Road in Three Chopt Center. Harrell has a one-year lease on the 1,400-square-foot space and plans to open within the next two weeks.
Harrell is the East Coast sales representative for Washington state-based bike maker Diadora USA Cycling. Harrell plans to use the location on weekdays as Diadora’s East Coast headquarters and showroom for wholesaling bikes. On weekends the shop will be open to the public for retail operations.
He’ll use his position as a wholesaler with a direct line to the manufacturer to sell the bikes at 30 to 40 percent less than what they would typically be at other stores, Harrell said.
“People say, ‘How can you do that?’” Harrell said. “Well, it’s pretty easy: we make the bikes.”
Harrell, 47, said that an entry-level Diadora road bike that usually retails for about $1,500 would go for about $900 at his store. Some bikes will start at as low as $200.
Harrell’s store will only be open for normal shopping on weekends.
Harrell said he will always have at least 200 bikes on the floor, and cycling apparel and gear and equestrian clothing will also be in stock.
Until Bikes4U opens, Harrell said the only place to buy Diadora bikes in the Richmond area is at the Conte’s Bike Shop locations in Carytown and Midlothian. He said he doesn’t see his shop as competing with other area bike shops that focus on high-end bikes.
“We’ll take the crumbs they leave on the table,” Harrell said. “If somebody comes in and is $50 short, we’ll work with them.”
This isn’t Harrell’s first ride through the Richmond bike scene.
He previously sold bike apparel at the Short Pump location of Conte’s Bike Shop. At the time, Harrell was also wholesaling Diadora bikes to Conte’s. Eventually he decided to open his own venture.
Harrell said including inventory and renovations, it will cost $175,000 to open his showroom and shop, and he is financing the venture himself. He said the next location would likely open in Florida.
“The goal would be to have five locations in the next two years,” Harrell said. “The area of where the reps are selling is where I want this concept.”
Bikes4U joins a yoga studio, an Irish dancing studio, a barber and a pet groomer in Three Chopt Center.
“It chose me,” Harrell said of his West End location. “The traffic on Three Chopt is amazing. Hundreds of cyclists go past here every morning.”
Congrats Stephen H!! Great concept! I’ve been toying with the idea of getting a bike for a while now. I think my procrastination is going to pay off.