Tesco takes 'bike shop in a shop' scheme to another 16 stores

Retailer expands bike retail efforts
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Tesco, the UK's largest grocer, has revealed to BikeBiz that last year's 'bike shop within a shop' has been so successful that it has rolled the concept out to another 16 UK stores.

Last year the retailer introduced the concept to around eight of its larger stores around the nation, and since then has introduced the programme to a total of 24 stores. The ‘mini bike shops’ offers bikes built by trained staff – reportedly the first time a supermarket has offered the service. Last year the retailer told BikeBiz it was taking bicycles seriously.

The concept revolves around offering Tesco customers an improved cycle offering. 

A spokesperson told BikeBiz: "The aim has always been to provide affordable biking for the family. They [bike shop within a shop] have been trading well.”

"We're very pleased with it and the customer response."

Tesco’s spokesperson revealed to BikeBiz: “We've very happy with how the trials have gone and we now exclusively bring the Via Velo brand to retail.”

The Via Velo range includes a wide range of accessories, from lights, tyres, bottles and cages, saddles and cycle luggage. Previously independent bike dealers polled by BikeBiz had largely not felt threatened by increased interest in the cycling market from supermarkets. 

Tesco currently has in the region of 450 stores across Great Britain.

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