All Terrain Cycles of Salts Mill and Wetherby has completed its £1m investment programme, increasing display stock to over 1,000 bikes.
The family owned business employs 26 staff in Yorkshire with a £4m turnover, based at the 9,000sq ft Salts Mill Store where it also has a 12,000 sq ft warehouse. The Audby Lane Wetherby showroom opened last year.
The firm is run by Tony Booth and his family including daughter Natasha, 24, who leads the firm’s purchasing and customer service functions. Originally established as Riley Brothers Cycles in Crosshills until the move to Salts Mill in 2007, the business was acquired from the Riley family by Mr Booth in 1996 and has grown from a turnover of £45,000 in 1995.
“The resurgence of cycling nationally and the legacy of the TDF in the region are very real for us and we have been investing to build on our position here in the UK’s new home of cycling,” said All Terrain Cycles managing director Tony Booth.
“The sector is hugely competitive, both online and in our physical stores, and we been investing heavily to reinforce our position as the retailer with the widest choice of bikes in store and the most ‘ready to ride’ stock in the North."
Natasha Booth added: “Customers have told us that what they really want, apart from great customer service, is to be able to sit on a bike, touch it and test it. In 2015 we will see an even higher proportion of our customers able to walk away from the store with the bike of their choice as a result of the half a million pounds of investment in extra stock on the shop floor.”
“The investment has given our Salts Mill superstore a dedicated area displaying a huge range of ladies kit, a revised store layout and a lot more bikes for 2015.
“We have steadily built the stock levels and displays at Wetherby following a great first three quarters since we opened last summer, and we have tried hard to replicate the success of our Saltaire unit by offering customers the same benefits of friendly, knowledgeable staff and a state-of-the-art bike fitting facility as well as the market leading choice of display bikes.”