London doesn't need another bike shop!

Didn't seem to do Sigma Sport any harm considering where they are now.

Could a new bike shop compete against the giants of commercialism?

Sigma and the like started at the beginning of the boom and have advertised themselves to the masses via the internet. They buy in bulk and I expect mail order is the biggest earner for their business.

I have visited cycle stores that are more akin to a *Next *fashion shop. They are usually staffed by people whom have knowledge of the bike industry that stretches back three years or less.

Hence I look for someone over the age of forty when I visit a store (which isn't often) and if I say the name Mercian they know what I'm talking about.