Giant is getting in on the "brand store" act, with its first UK shop opening in Liverpool on 1 June. It's a similar setup to Specialized's Concept Stores (of which there are now five across the country), run by an independent dealer.

The shop, called Bike Beat, will be "situated in the up and coming creative quarter of Liverpool", it says here, sharing a building with recording studios and the apparently locally-acclaimed Leaf Tea Shop tea rooms. Bike Beat is, we're told, "right at the heart of this exciting cultural mix." Certainly we're already thinking that perhaps we're not hip enough to visit, but we're a long way from Liverpool anyway.

As you'd expect, the shop is all very slick, combining exposed brickwork and columns with glossy furnishings and lighting. The idea is to show off Giant bikes and equipment to their best advantage. It's all about the "retail experience"...

The partners who'll be running the shop are operating it as a co-operative, with surplus revenues being re-invested into the store. Phil Kershaw, Bike Beat Director said, "Liverpool needs a quality bike store, the work on the shop to date has already caused quite a stir in the local community, with many believing the city of culture is ready for a cycling revolution. We believe by working with Giant we have created the winning formula. We're very excited about the future…."

Ian Beasant, Manager Director of Giant UK commented, "We're delighted with the positioning of the new store - the region is ready for a new cycling experience. We believe having standalone stores alongside our already established dealer base can only bring further strength to our brand and kudos to our product."

Giant propose to "roll the concept out in key target locations", which we think means "open more shops in other places". Further potential stores are already being planned in discussions with other independent partners.

More details at www.giant-bicycles.com/en-GB/