Third reinvention the best yet - Scotty Browns

Scotty Browns - take 3 - 206 Wordsworth Street ©Bruce Wilson Photography

Dec 7th, 11. A library, the smell of fresh baking, Trelise Cooper designer fabrics - it doesn't sound much like a bike store description, but that's what awaits visitors to the latest Scotty Browns store in Christchurch.

Like so many others in Christchurch, Scotty Brown found his business without premises after the September '10 earthquake.

It was, however, no surprise to his customers when the passionate cyclist reopened a fresh new store as soon as he could.

After he was in the same situation following the February '11 earthquake, people again expected him to bounce back - what they did not expect was quite how high he bounced.

Scotty Brown's new store, on 206 Wordsworth Street, is his best work.

It opened a few weeks ago and within days, RoadCycling.co.nz received this unsolicited email.

"Last year I took part in your vote for the best bike shop in NZ, voting for Scotty Browns here in Christchurch. Yesterday I went into Scotty's new store and I have to say Scotty and Aidan have raised the bar in retail, the new store is going to be something special in bike retail and it sets a new standard for bike stores."

Simon Pease is an outdoor industry buyer, he has seen hundreds of retail stores in New Zealand and Australia and rates this new store as something quite special.

As well as noting the many top end road bikes - enough to make it a destination for many cyclists - he wrote of the machine blowing waffle smells across the fridge holding the sports supplements, the old parking meter inside the door beside the rack for customer's bikes, the workshop that looks like a designer kitchen, and the library.

It is the library that seemed to get most mention from other customers RoadCycling.co.nz talked to.

The library ©Bruce Wilson Photography

"Yes, it is an actual library, with shelves full of cycling related books, magazines, and memorabilia. Some pretty unique and special treasures tucked away in there too.

"I haven't seen a shop like it before (admittedly the same could be said for the tin shed out the back of Scotty's house that doubled as a shop while the new location was found, but that's a different story!)" he shared.

Another customer, Hendrik Bakker, told us, "It doesn't look very flash from the outside but you definitely get that wow feeling when you step inside."

Being based in Wellington, RoadCycling.co.nz has not had the opportunity to visit the new Scotty Browns yet, so we asked Scotty to tell us a little more about it. 

"I am very proud of this new store. After all the horrible stuff we had to deal with over the last year, this is like winning the lottery!

"We only had one chance to get this right, I put my heart and soul into this place," he said. "EVERY nook has a reason for it being there. While we are still in the process of finishing touches, as we were desperate to open again, it is amazing."

Besides the waffle smell machine, there are custom draws holding seven Pinarello frames, a custom built wash bay and sound proofed room for the workshop, Trelise Cooper curtains in the plush changing rooms, tri stone custom counters, and every draw in the workshop and client counter has soft close drawers.

High praise from the NZ Road Champion Hayden Roulston ©Bruce Wilson Photography

"My pride and joy is the Colnago library. The custom made book case holds 2x C59 frames and books and magazines from my personal collection.

"I have 1000's of books, memorabilia, signed jerseys, posters, card and well over $200,000 of bikes and parts that will slowly be changed around inside there to showcase the history of cycling.

"Paul Jesson came in last week and was flicking through a 1979 Tour de France edition book, the year he rode it... it was really special to see that!"

Scotty's dream is to showcase all that is beautiful about modern cycling parts - he doesn't want to run a dirty old bike shop, he wants to manage an experience, he says.

"What I would want if I was on the other side of the counter. I wanted people to never forget it, to feel part of a special place, to share the experience with friends and become an iconic store for people to have to visit.

"Like the famous store in Sydney, Clarence Street Cyclery in the 90's.... if you visited Australia, you just and to go there. I want the same.... I want people to come to my beautiful city, I want them to see what we have lived through and are living with, to see the spirit of people and to visit, what I truly believe to be the coolest most fabulous bicycle store in the world.

"There is NOTHING like it... and the people in it are irreplaceable! The team I have working at the store is second to none. They are amazing, they live and breath cycling. I am a very, very lucky guy," he said.

The store isn't finished yet though, with plans such as a shrine to Oakley, featuring Oakley glasses from the 80's through to now.

Amongst all the changes, there is one thing that has stayed constant, say Scotty's customers. 

"Put aside all the fresh paint and shiny new bike bling for a moment, one thing that hasn't changed, backing it all up is still the same great team, same great service, and same great experience," said Ashby.  

Bakker echoed the sentiment after his latest interaction, "He looked more to my interests that his, and even though it might not have benefited him, he was more interested in making sure that I leave the shop as a happy customer."

And that's what made Scotty Browns the most nominated bike shop in RoadCycling.co.nz's 2011 Best Bike Shop survey back in early February.  I doubt there is any need to repeat the process any time soon.