Established electric bike retailer launches a new type of showroom in Romsey featuring every model from Estarli.

In its newest store in The Hundred, The Cycle Company has pivoted from the classic shop model to launch a disruptive e-bike showroom featuring only three bike brands.

The lead brand is Estarli and their bikes have been featured in The Cycle Company’s lead store in Shawford, near Winchester, for over three years.

Following continued and consistent success the retailer has decided to launch a new shop where 70 per cent of the floor space is dedicated to Estarli. 

Read more: The Plaza Theatre in Romsey reopens after refurbishment

The Cycle Company owner, Tom Corcoran, said: “It’s getting harder and harder to sell other bikes.”

Tom believes the key to success is Estarli’s ability to listen to their feedback and the customer’s feedback and quickly evolve and iterate the products.

He said: “They’re [the bikes] getting much sleeker and smarter. Estarli are adding in features that are just really well thought-through and the brand is not afraid to try things out that are really working for us and our market.” 

Another important cog in the relationship is that Estarli drives a lot of traffic to partner stores through marketing campaigns and event appearances.

Tom continued: "They [customers] come and they've done their research and a lot of the time they are really attracted by the brand […] we are selling more and more Estarli bikes and they just seem to tick the boxes for so many of our customers."

The Estarli range now includes a series of folding e-bikes, full-size hybrid/gravel models and family-focused cargo bikes.

All the bikes are built to order in Hertfordshire and therefore having an almost dedicated showroom means that Estarli can show off its multitude of personalisation options and accessories.

Read more: Romsey News

The Cycle Company, Romsey (Image: Estarli) Estarli Co-Founder Alex Francis said: “ It’s really nice to have an opportunity to have one store which has all the models and the permutations and you can take them away to ride and test ride them.”

On the edge of the New Forest, the historic market town of Romsey has been without a bike shop for several years.

Seeing as both The Cycle Company stores border National Parks, the retailer also offers e-bike hire for those looking to soak up nature while visiting. 

The Cycle Company has ambitious growth plans and they intend to replicate the Romsey model across the South of England.