An historic North West cycling firm has opened its new "state of the art" flagship showroom, describing it as "possibly the best bike shop in the world".
Ribble Cycles has launched its new 2,000sq ft site at Barrow Brook Trade Park in Clitheroe, Lancashire, and said the facilities on offer, including Europe's largest indoor '4k' video wall, mean it will "define the future of cycle retailing".
The new showroom aims to "blend digital with the physical" to create a "unique, totally immersive and all-sensory consumer experience".
The spacious unit has been designed to individually showcase every unit in the range, with product information on digital display screens behind beside each bike.
David Stacey, commercial director at Ribble Cycles, said: “We wanted to create a brand showcase which would define the future of cycle retailing and represent our world-class credentials.
"Putting the Ribble brand experience in the heart of the Ribble Valley set amongst the most incredible riding routes directly from our doorstep was of paramount importance.
"From the moment you step into the showroom you will enter a truly immersive experience and it will completely challenge the notion of a traditional bike shop.
"I passionately believe that we have created a major step forward for retail standards and possibly the best bike shop in the world at launch.”
Aside from the 4k video wall, the shop includes a 'bikebuilder' took, allowing customers to customise builds with components on display.
The firm has also created a "signature scent" to use in store - to "further enhance the sensory experience".
That's as well as housing the 'Ribble Live' virtual showroom team, who will allow customers to speak with experts via a live one-way video chat.
Starting this summer, the store will also become a location for Ribble events and activities including regular ride-outs, evening talks, technical ‘how to’ classes, screenings and 'Zwift' events.
Elements from the new flagship store will be built into more of its UK stores, the firm said.
Andy Smallwood, Ribble’s CEO added: “This exciting state of the art digitally focused showroom and brand retail proposition is the culmination of incredible work by the entire team at Ribble.
"Whilst we have been trading since 1897 this absolutely represents our vision for the future of the Ribble business as we continue to innovate and disrupt the Cycling and Leisure markets."
