BIKEBIZ AWARDS


BikeBiz Awards 2021: Best Omnichannel Retailer Rebecca Morley visits Sigma Sports’ new e-bike store in Kingston


The first Sigma Sports Electric customer collecting their bike on opening day “


Without any exceptions, all our suppliers were very enthusiastic,” said Ed Hole, Sigma Sports’ head of retail, sitting in an office in the retailer’s new electric bike


store in South West London. “They thought it was a great idea and we were all very keen to have their bikes in the store. It started with Ian [Whittingham], our CEO, he realised that this is going to be the category with the most opportunity.” Sigma opened its new flagship e-bike store, located in Thames Street in Old Market Square, Kingston, back in April, and aims to offer a premium experience with one-to-one e-bike sales consultations, stocking bikes from Specialized, Trek, Orbea, Bianchi, and Brompton, across the leisure commuting, mountain bike, gravel and road disciplines.


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“I think the interesting bit for us was starting to do the research and seeing the customer base and realising we needed a slightly different look and feel for the store,” added retail environments producer Kerry McCallum, “to make it appeal to that market, rather than using the blueprint we had for our other stores.”


Staff, products, environment There are three key components of the new store, Hole continued – the staff, the products, and the environment. “We’ve really always been very selective about who we want to work here. We want people who engage and are friendly, people that we see as being able to build relationships with people.


June 2022 | 13


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