May 9, 2011 (Toronto, ON) – Following the devastating sudden 6-alarm fire in February 2008, Canada’s third oldest bike shop was an apocalyptic scene of a collapsed, charred building and melted bicycles. By April the shop was up an running in a temporary site on Richmond St. West as the shop regrouped and began planning its future.

Maintaining the visual language of the neighbourhood streetscape and respecting the distinguished history of Duke’s Cycle while maximizing the newest concepts in merchandising designs and materials was a rebuilding challenge for owner Gary Duke and general manager Michael Cranwell.

“Duke’s 100th anniversary in 2014 was a big drive for Gary to rebuild,” states Cranwell. “The new store is not just a refresh of what we were. I equate the store to bicycles in general, steeped in tradition yet doing wonderful things with contemporary and high-tech materials. There are areas of exposed brick walls and the floors are wood. The staircase is glass and stainless steel.”

Cranwell adds, “A couple vendors really stepped up. Cannondale and Sugoi, both owned by Canadian company Dorel, sought a strong brand presence in the downtown core. Cannondale offered the services of its design firm from New York, and we brought in Rick Froner of Versatech, a Toronto interior-design firm, to work collaboratively. Froner raced for Duke’s road team; he and Gary go back a long way. Cervelo has provided unique bicycle fixtures, and Oakley too.”

The gorgeous new Toronto store is 5,000 square feet, occupying three floors.

“The ground floor is impulse purchases, street, hybrid and consumer bikes,” explains Cranwell. “The service counter is in the rear, with parts and consumables. The full basement houses the mechanical work area and storage.”

“The second floor is high-end, exclusively road and mountain bikes,” says Cranwell as he explains separating bicycle types by floor. “Selling a $9,000 BMC involves a different process and environment, more one-on-one. That can be difficult within the same physicality. . . .” When asked to elaborate on more of the unique merchandising collaborations, Cranwell replied that they’ll be a surprise kept for the opening.

The second floor also contains a professional fit studio designed to ensure customer privacy. Duke’s new store offers women their own apparel and women-specific bike department. “The female market is growing exponentially; we’re having a hard time keeping up. There is a demand for better quality. We’ve recently hired three women, two in sales and possibly will have one in technical.”

New bicycle brands added for 2011 include BMC, Look and Kona. Cannondale, Trek (including signature brand Gary Fisher), Cervelo, Ibis and Santa Cruz will continue.

“Duke’s extended family is really helping,” stresses Cranwell sincerely, acknowledging their loyal customers’ encouragement and input into the new store and the LapDogs Cycling Club, which Duke’s supports. “The club is our test bed. Their opinions are more outspoken; they have pride in ownership. We’re considered their home.”

Edge Tech Ltd. supplies Duke’s POS system, and Cranwell is excited to be working with eintouch to integrate email marketing, communication and strategic social networking with its customer database. “It’s not always sell,” emphasizes Cranwell. “We share cycling-related information and articles. Our Facebook updates have been very well followed.”

The store re-opens on May 12, with a grand opening coming later. “That will be a celebratory event,” says Cranwell. “A thank-you to our loyal customers, vendors and staff.”

If you’re a bike-crazy professional needing space in downtown Toronto, the third floor is still for rent! www.dukescycle.ca

For a sneak peak of the new store, check out this feature post on the TrailSwag blog here.