Bike shop closing, launches clearance sale

Bicycle shop Ten 27 Cycles will close its doors after more than 40 years at 1027 Davis St. in Evanston. 
The store, which for most of its life was known as Turin Cycles, today started  a storewide clearance sale.
“Unfortunately, several factors have made this closure necessary,” said owner Chris Mailing. “The name change we executed last spring has not gone as planned. In the context of a soft economy, the expense and difficulties of that name change have been too great to bear."
"We sincerely regret disappointing our loyal customers. That our store has served the cycling community for so long is a testament to our devoted staff and the enthusiasm of our customers,” Mailing added.

All merchandise is now discounted 15 to 40 percent, with additional deep markdowns to be taken on any remaining items over the next few weeks. In addition, quantity discounts on any purchase of three or more items will be offered, but for a limited time. The sale will continue until everything is sold.
Gift cards and store credits will be honored through the sale. All sales will be final. Store hours are Monday through Thursday 11 a.m. to 7 p.m., Friday 11 a.m. to 6 p.m., Saturday 10 a.m. to 6 p.m. and Sunday noon to 5 p.m.
More information is available on the store's website.

 

Comments

Why did they change the name anyway?

I never understood why they changed the name in the first place. They had built up a brand over the years and the "Ten 27" doesn't make sense to the casual customer.
I stopped going to Turin ever since Bucephelus Bikes opened. This is because Alex has a real community-based model. He sells a bunch of used bikes and tries to make his shop as welcoming as possible.  
I think for Turin it is less the "soft economy" and more the fact that he didn't read the shifting market. More people are biking and most of those people are doing it for transportation. Turin, however, always seemed to me to be catering to the lycra crowd.  
Bucephalus caters to the average Joe and does innovative things like have repair workshops, etc.
Although I don't like seeing another empty storefront down town and especially don't like seeing the loss of a bike shop, hopefully Alex will gain some more customers at Bucephalus due to the closure.

Name change

Holy marketing blunder!  Why change names after 39 years?  Also, the reference to the "expenses of switching names" is perplexing.  Letterhead and advertising?  There must be a deeper angle to this story.

Dear marketing genius

Dear marketing genius: there were good business reasons for the name change. The former minority owner held on to the Turin name. (See Bicycle Retailer story.) I am guessing there were lingering financial issues after the settlement with Breakaway Event Productions in 2011. Add a weak economy to that... Bike shops are tough businesses to run, with thin margins and inventory costs.

Marketing blunder?

Marketing blunder? Seriously?  Pretty obvious that something happened internally with ownership that would force such a change.  And dealing with the cost of that internal conflict, lawyers I'm sure, is what probably contributed to this, not letterhead.   
I'm willing to guess that the cost of running a business here in Evanston also had something to do with it.  It's not like one or two people were running some little operation out of a home garage selling used rehabbed bikes.  
This was a business that employed people and operated out of a commercial building in downtown Evanston.  In an environment where there is a soft economy you can control some of your cost, but the relentless and huge rises in commercial r.e. taxes in Evanston probably also played a real consideration in the decision.  I would bet that they were paying tens upon tens of thousands of dollars in r.e. tax increases over the last 10 years.      

Thank you Turin!

Chris Mailing and team, thanks for the wonderful memories you have given so many families in Evanston.
It wasn't that long ago that my wife and I went to Turin to purchase a Co-Pilot so we could go on bike rides with our two year old daughter. Then as she grew up it was a tricycle, and then a tandem bike for us to go on longer rides together, and then her very own two wheel bicycle, the "surfer girl" bike. Ultimately, we had to return for a bigger bike and her brother got the "surfer girl" bike (please don't tell him).
Perhaps before the doors shut we'll come by and buy him his own bike. We're sad to see you close but hope you realize how much you and your team are part of the fabric of this wonderful community. Turin (a.k.a., Ten 27 Cycles) will be missed.

It is extremely sad to see

It is extremely sad to see Ten27 go. I was one of their customers for more than 12 years. Unlike what the commenter above suggested, the store also catered to commuters and had nice selection of bikes for that purpose, as well as good lights, panniers, etc. It offered the full range of bikes, from children bikes, BMX, cyclocross, hybrids, road bikes, foldable bikes, etc. And they also offered classes -- the tune and overhaul used to be during the winter. I learned how to fix a flat in one of their weekly weekend classes. 

A death in the family

It was like a body blow when I received Chris' emial announcing the closing of Ten27/Turin Cycles.  I have been spending hard earned dollers at that store since the mid 1970s and was an employee as well.  The store served as an anchor to all facets of the cycling community - from weekend riders to professionals.  Nowhere could  you find more committed employees.  This is a real loss to those of us who found ourselves in the shop at least every week or two.  I honestly don't know what I will do.
Some of the other previous comments are unwarrented.  This is a tragedy to the cycling community and it serves no purpose to critize Chris' decission.  While I have not spoken to him, I am sure it was made with substantial consideration.
We will miss the shop.  I for one, will be wearing all black on my next ride. 

Turin's Yelp site showed there were problems

While Yelp is not "scientific," I think when you compare Turin to a shop like Bucephalus you can see that a not insignificant number of people had issues with their customer service and focus.
I had always supported them until there were some better options around.  Luckily we have one with Bucephalus. 

Pony Shop

Everyone seems to forget about the Pony Shop.  I have always been very happy with their service and prices.

Sad news

I'm very sad to see this store go - best bike shop in Evanston. Good luck with future endeavors!