Bella Velo, a store pitched as the UK's first women's only bike shop, will open in Surbiton, Surrey this month.
(UPDATED, EDITOR's NOTE: In this story we've attempted to be clear that it is Bella Velo's own claim that it is the UK's first women's only bike shop, not ours. We know there are at least two other retailers who can reasonably lay claim to this title, not least Dame Cycling as well as a number of online female focused retailers like Velovixen. Aside from these quibbles, it is encouraging to see more retailers waking up to the possibilities of appealing to the growing number of female cyclists. Back to the story...)
Peter Robson, co-owner of Bella Velo, told BikeBiz: "Bella Velo is to be focused solely on the demands of female riders - be it bikes, clothing, equipment or other female specific accessories. Bella Velo will be stocking and selling carefully selected cycling products that will evolve with their customer’s needs. There will be at least one of every Specialized and Liv bikes ready for consumers to touch, admire and test ride. Every piece of clothing in store will be designed with the female customer in mind. There will be no making do with small men’s clothing, or token gestures, everything on display will be for the female riders’ needs and to enhance their cycling experience."
On October 15th, to celebrate the success women’s cycling has had, Bella Velo will be hosting an evening with newly crowned Commonwealth Champion Lizzie Armistead, as well as Australia’s National Team member and Lululemon – Specialized rider Tiffany Cromwell, at the store on Surbiton's High Street.
Ian Beasant from Liv/Giant said of the launch: “We’re committed to lifting the profile of women’s cycling, that’s why Giant launched Liv a dedicated women’s brand. It’s fantastic to be working with the team at Bella Velo and have a partner who is dedicated to women’s cycling, the store offers a complete and unique experience - as well as the comprehensive collection of Liv for customers to explore - Viva, Bella Velo.”