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© John Levison
The new Sigma Sport
Posted by: Editor
Posted on: Friday 12th November 2010


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Ahead of today's (12th November 2010) official opening, which includes an appearance from 1987 Tour de France winner Stephen Roche, last night saw the brand new Sigma Sport store in Hampton Wick open for a sneaky look (plus, wine, beer, champagne, canapés...) to the press, industry bods and invited guests. Tri247 went for the red wine by the way...

First off, it's not your typical shop! Having been a regular visitor to the original Sigma Sport over the past ten or so years - which is just yards down the High Street from the new store - I'd most often used the term 'boutique' to describe it, in the sense that it was always very smartly maintained (if a little cramped), and certainly had every quality brand name you might reasonably want to see along with staff who knew what they were talking about. If you were looking for bargain bucket savings or a £100 full-suspension MTB then you were in the wrong place, but if you wanted to decide whether to go Colnago, Pinarello or Seven the Sigma was where you wanted to be. Always good to visit to see some bike bling if nothing else, and prepare that Christmas list for the rich Auntie.

All of those elements are maintained in the new store...but on a quite massive scale. Quite how much larger than the original this new venue is I'm not sure, but if someone told me it was six / seven / eight times larger, I would have no reason to doubt it. It is vast, and has clearly had similarly significant amounts of hard cash invested in it. Spread over three spacious floors, the building has a department store feel to it, with a clever use of graphics and imagery clearly defining the brands on show. Sigma's commitment to triathlon is evident too, with Caroline Steffen - second at Kona this season - providing the backdrop to the Cervélo bikes area. To Cervélo you can add Trek, Felt, Seven, Colnago, Specialized, Pinarello, Wilier and more with displays of the very best that each brand has to offer.

Caroline Steffen in the Cervélo area

Clothing is of a similar standard, with Assos, Giordana, Castelli, Pearl Izumi and Gore among the quality kit to wear aboard your dream machine, while the second floor triathlon area includes wetsuits from 2XU, blueseventy and Orca, a wide range of triathlon race kit and all of the other accessories (goggles, lace locks et al) you might reasonably require, in addition to that carbon steed you were lusting over as you passed through the store.

The second floor (huge) bike workshop area more closely resembles the order and calm of a Formula 1 pit lane garage, while there are two bike fitting studios, power testing facilities and a massage/sports injury treatment room. The building also houses the offices of La Fuga, the cycling travel company, and if you arrive by bike you can even store your prized possession in a dedicated area on the ground floor, rather then hoping it is still outside once you have finished your shopping.

All in all, a very impressive piece of planning, design and implementation. At a time when many retail outlets are closing and/or moving solely to online sales, launching a massive new retail venture such as this for high-end products during a recession - with the associated investment required - is a bold and brave move. The new store also means new opening times, and will be open seven days a week, including late nights on Monday and Thursday.

It is certainly an extremely impressive set up, showing a huge commitment to the quality road cycling and triathlon market, and well worth a visit.

For more information on this weekend's store opening activities, click HERE.

Details

Sigma Sport
37-43 High Street
Hampton Wick
Surrey KT1 4DA

www.sigmasport.co.uk

The new Sigma Sport


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