In 2007 Specialized opened its first Concept Store in Chester, following up with stores in Plymouth and Birmingham. It's now announced a fourth, to open in Bristol on 20 March.

The idea of a 'single-brand' shop isn't new to the retail world, but Specialized was the first to do so in the world of bikes. The stores carry the full range of Specialized products, from bikes to clothing, accessories, shoes and glasses. Each store is run by an existing local bike retailer, and in the case of Bristol that's Zero G, owners of Garlands and Dave Bater Cycles. Bristol is notable for being the first true city centre location for the expanding Concept Stores network.

"As a big Specialized dealer already, we can see a massive benefit in converting our flagship store into a Concept Store to take cycle retail to the next level," says Paul Newman, owner of Zero G. "Specialized bring absolute professionalism and innovation to the store and with the brand we envisage big things for Park Street."

The store will be located in a prime spot on Park Street, located in one of Bristol's busiest shopping areas. Six members of staff will look after customers, with five of them being SBCU (Specialized Bicycle University) trained, including team leader, James Carver, who is also BG FIT trained.

William Watt, Retailer Services Manager adds: "The building in Park Street has a great depth of architectural design. Specialized's store designer has created a store that will function well within this environment, while enhancing its character and responsibly maintaining its features."

More at www.specializedconceptstore.co.uk.