Ribble Cycles has enhanced its retail portfolio by opening its latest showroom in Nottingham’s Victoria Centre.
Building from the success of the bike brand’s recently launched Lancashire flagship showroom, Ribble is bolstering its retail proposition and portfolio with the opening of a new experiential showroom in Nottingham’s bustling Victoria Centre.
“Our aim is to give customers the opportunity to experience our world-class bikes first-hand and to fully interact and engage with our brand,” said David Stacey, Commercial Director at Ribble Cycles.
“We highlighted Nottingham because of the interest and heritage in cycling, its vibrancy, as well as having a strong existing Ribble customer base within the region.
When selecting locations we identify ‘destination’ opportunities with a variety of premium global brands and good consumer footfall. We’re excited to finally get the doors open and showcase our exciting range.”
As a digital first business, Ribble’s Nottingham brand showroom shares unique elements from the flagship store, blending digital with physical to create an immersive customer experience. Product is displayed with space for the consumer to explore and interact in 360 degrees.
Dedicated digital displays share product information, specs, reviews and FAQs and allow the customer to experience bikes in action through video content. The showroom also boasts a large format video wall displaying a variety of content – from mechanical bike builds to off-road adventures.
The 1500 sq ft environment has been designed to feel spacious with all communications, messaging and merchandising digitally aligned in real time with the Ribble website – allowing the showroom team to focus on customer care and consultation.
BikeBuilder and CustomColour displays showcase componentry, colours and finishes allowing consumers the scope to fully personalise and customise their own bikes in their own way.
Andy Smallwood, Ribble’s CEO, said “Ribble has redefined the bike buying customer journey and experience with a unique digital and brand led proposition centred on an award-winning product range, combined with full customisation and personalisation, ensuring that the customer gets the perfect bike to exceed their cycling needs.
“Nottingham is the latest in the continued strategic roll out of our physical brand showrooms with cutting edge visual and digital technology further enhancing this immersive experience and demonstrating the ambition and scale of our growth strategy.”
The new store will also hold events, seminars, screenings and product evenings – all with the aim for the brand to further connect with the wider cycling audience and interact with the local community.
Nottingham joins the Ribble Cycles’ Clitheroe, Birmingham and Bluewater stores – with more scheduled to open across the next 18 months. The store will be open 7 days a week.
