INTRODUCTION For more than twenty years Velotique has promoted cycling though its retail store, in-house bicycle repair seminars, online magazine articles and catalogue. (http://velotique.com/) Velotique continues to be the clothing and accessories boutique for cyclist without selling bicycles. We are a specialty within a specialty market. In 1987, we opened a bicycle store that doesn’t sell bicycles. We already had perfectly good bicycles so we decided to specialize in the things people with bikes need. The things that wear out, the things that technology has improved and those clever new gadgets that make cycling safe, enjoyable and challenging. In 1990 we added cross-country ski products.
As professional artists and designers, we seek out products of the finest quality and design. We constantly search for things that we are excited to use ourselves. We understand the needs of recreational, utilitarian and competitive cyclists. Also, as human beings we understand the importance of service.
LOCATION Velotique is located at Queen and Coxwell, in Toronto. The location is adjacent to the upscale Beaches area and the up and coming Leslieville district. Home to movie theaters, numerous antique shops, restaurants, specialty stores, the Martin Goodman bicycle trail, yacht clubs, the studio district and soon to open BMX/Skate Park. There is immediate access to public transit (Queen Streetcar, Danforth Subway, Cowell Bus), the Gardiner Expressway/ Lakeshore, Don Valley Parkway/Don Mills-Coxwell, with ample street and private boulevard parking. The changing face of the neighbourhood includes; single-family homes in the $300k-1.5m+ range, lofts, condos and apartments.
MARKET
Velotique deals with a market that includes the local neighbourhood and extends regionally, nationally and internationally. The local market is served by basic cycling related products for utilitarian cyclists. The larger market regionally and beyond are served by specialty products ranging from entry level specialty products for cyclist and cross country skiers to high performance products for elite and recreational athletes.
COMPETITION Competition ranges from local bike and sporting goods shops to national retail and mail order operations. Because Velotique does not sell or service bicycles it enjoys a unique, complementary relationship with most bicycle retailers. They are more than happy to refer customers to a store that complements their product and service mix. Large sporting goods retailers are happy to refer their customers to Velotique’s knowledge based specialty product mix in areas where they are unable to satisfy their own customers. Velotique enjoys a unique complementary relationship with the bulk of the so-called direct competition. Indirect competition, however is all around. It includes all those entities vying for discretionary purchasing, from home entertainment to travel and leisure.
INTRODUCTION
COMPETITION