The store has existed for 5 years and proposes three types of products which mimic the product range of tailor : ready-to-wear, made-to-measure, and bespoke.
The “ready-to-wear” range is made of premium quality bicycles like the ones you could find in other stores. This is the “low-tier” segment (although, given the quality of the products they sell I don’t feel very comfortable with a term like this).
The middle-tier segment is fully customizable and will result in a co-created product. Each part of the bicycle can be chosen individually (in a wide range of colors) and will be assembled on demand for you.
Finally, the crème-de-la-crème is the top-tier segment. Bikes are made to measure after a your body has been measured and the dimensions of the bike adapted accordingly. Of course in that segment also everything can be customized.
Advice for your marketing strategy
The example of The Bicycle Store exemplifies the possibility to differentiate itself from the crowd even in a sector which is very traditional.
The founders have adapted (consciously or not) an existing business model (ready-to-wear vs. made-to-measure) to another type of product and it seems to work.
Obviously the quality of the product itself must be aligned with the promises (which here seems to be the case). Congratulations to the team : great and attractive product, great service given by passionate people, and definitely a customer experience worth trying.