The development of a standalone retail format for Halfords Bikehut, allowing the brand access to the ‘serious’ cyclist market and to focus on specialist and higher end product.
The concept focussed on the different characters and needs within the cycling community, from BMX to light weight racer. ‘Bikedoctor’ repair and servicing and an ‘live bog’ advice centre offering local cycle guides and product expertise provided the opportunity for cyclists to drop in on a regular basis, for friendly help and advice.
The project involved the total overhaul of the store format, covering product, service, environment and in-store communication. The concept created a series of distinct product zones, including a wine cellar, bakery and delicatessen.