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VOL. 132 | NO. 63 | Wednesday, March 29, 2017

Victory Bicycle Studio Opening Companion Bike Shop on Broad

By Andy Meek

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Victory Bicycle Studio owner Clark Butcher is preparing to bring a new bike shop, under a different brand identity, to Broad Avenue.

Victory Bicycle Studio owner Clark Butcher is preparing to bring a new bike shop –Pedaltown Bicycle Co. – to Broad Avenue, one that will focus more on entry-level bikes than his existing shop and which has an anticipated opening in May.

(Daily News File/Andrew J. Breig)

He anticipates opening the doors in May to Pedaltown Bicycle Co., his 2,200-square-foot new shop that will operate next door to Victory – but target different customers.

Victory is more suited for the experienced bicycle enthusiast. The point of Pedaltown, meanwhile, is to focus on entry-level bikes, with the separate branding meant to help customers differentiate the operations.

It’s a concept Butcher had been looking to pursue for a while now, with much of it coming down to location.

“Victory’s been rocking and rolling, and I could not be happier with the way it’s just grown and grown every year,” Butcher said. “Folks keep coming in wanting to buy entry-level bikes from me, and I just can’t come off of what Victory does. So many shops try and do that – try and go every which way whenever someone asks – and although service is our thing, you just can’t do it all well. So I’d rather keep Victory and keep what it’s doing, taking care of those customers, and create a whole other atmosphere for the entry level.”

Butcher started Victory in 2010 from a 550-square-foot bay on Young Avenue, eventually moving it to a larger space on Broad where it has about 2,500 square feet now. And it was always about being more than a bike shop. In addition to bikes and gear, Victory offers service like training and spin classes, among other things.

And while Butcher has always been evangelistic about promoting the bike culture in Memphis, he wants to do what he can for amateur hobbyists as well. If you’re worried about the idea of having to wear spandex and go on an intense search for the perfect bike, he says, Pedaltown is for you.

The new shop has already hired a general manager. Construction estimates put the opening sometime in May.

Pedaltown will be specifically targeted toward customers looking to reduce the cost of entry into cycling. Most of the bikes will have an average price tag of around $350 – a bike shop-quality product, in other words, for close to department store costs.

A variety of bikes will be available, but displayed in a way that won’t overwhelm customers.

“It’ll be a separate entrance, separate staff, separate brand,” Butcher said. “The two just happen to be side-by-side. For me, selfishly, it’s easier to manage. You can kind of be in two places at once.

“We’re going to definitely go heavy on children’s bikes, but it’s a real slick model. I took a lot of the model from Victory. Usually, it’s the volume game. You stack bikes up to the ceiling, because you need to move as many as possible. The way I’m doing it is I’m going to take the Victory model of a real clean, real open atmosphere, and when the customer sees the bike that fits them best, they’re blown away by the price because we’ve presented it in a kind of showcasing manner.”

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