Studio Velo upgrades space in relocation

MILL VALLEY, CA (BRAIN) — High-end road and mountain shop Studio Velo gets a larger and more functional space to serve its well-heeled customer base after leaving its old digs for a new location in its hometown of Mill Valley, California.

Studio Velo had been in its previous location for five years and needed to expand, said co-owner Scott Penzarella, but couldn’t come to terms with the property owner. “It was one of those scenarios where the landlords weren’t playing fair. They weren’t making it easy to stay,” he said.

Penzarella and partners Chris Reed and Colin Beardsley zeroed in on a spot on the edge of Mill Valley’s downtown plaza—“far and away the epicenter for meeting up for mountain and road rides in Marin County,” Penzarella noted.

The new location also brings more foot traffic, adding to Studio Velo’s traditional client base of hard-core, high-net-wealth enthusiasts. “We’ve seen more new faces in the first two weeks than we’ve seen in years,” Penzarella said. “Getting new walk-in sales is very exciting. We’re getting a lot more passive sales.”

The upgrade to 2,500 square feet—from 1,800 previously—allowed Penzarella and his partners to expand their service department and fit studio. It also gave them a fresh canvas to establish a more optimal retail flow than their old space allowed.

They also added De Rosa to their established bike line of Pivot, Ellsworth, Yeti, Time, Guru, Independent Fabrication and Cyfac. Apparel is similarly high-end, represented by Rapha, Capo and Giordana.

The shop’s bike tourism business, SV Travel, also continues in the new location, offering six to 10 trips a year to locations that have included Hawaii, Italy and Spain. A trans-Pyrenees tour is planned for summer 2013.