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Velorution are a typical new bike shop, in that they're backed by venture capitalists who will always want a return on their investment sooner rather than later - it's why Cycle Surgery and Evans etc always seem to be changing hands and closing or opening stores (CS have closed 6 stores recently). Velorution took over the old Mosquito shop in Essex Rd about 18 months ago after Mosquito went bust, and one of the main reason Mosquito went under was because they ignored their core customer base and went high end - the original Mosquito was a bike co-op founded back in about '84 and was properly rough and ready, but all the better for it.
Velorution seem to be following the same path that led to Mosquito's demise. I ride past the Essex Rd branch most days and there never seems to be anyone in there.Also, don't buy a Genesis, they're shite.
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jj72
@squidink
Is Velorution no good? Their site has tons of Genesis bikes for sale and I was thinking of using them for my C2W scheme since they take Halfords vouchers, but when I called them up to see about a test ride they had no stock except one medium CdF at Marylebone (wasn't actually looking for a CdF and wanted the Essex Road store since it's closer) which then turned out had been sold anyway. Nice enough guy on the phone though.