Evans Cycles

Evans Cycles set out to redefine what a modern bike store could be. At over 17,500 sq ft, their new Cheetham Hill flagship became the largest bike store in the UK — a bold investment in bricks-and-mortar retail at a time when cycling’s popularity was surging.

SmithBrewer were commissioned to deliver the full concept, design, and development in-house, from signage systems to bespoke bike stands. The objective was to create a space that felt premium yet commercially focused, capable of serving everyone from families buying their first bike to seasoned riders investing in a £9,000 model.

The space needed to elevate Evans Cycles’ brand identity within the wider Sports Direct portfolio while balancing premium execution with commercial performance. It had to feel aspirational enough to host premium cycling brands, yet robust and functional for high-volume retail.

The environment required smart planning to maintain clarity across categories, interactive zones to encourage engagement, and digital elements that added impact without unnecessary complexity. The flagship also needed to acknowledge Manchester’s role as a home of British cycling and speak authentically to the local community.

SmithBrewer applied our end-to-end expertise to design, engineer, and deliver a flagship that brought the world of cycling to life. We created consultation zones with coffee points and turbo trainer areas, giving customers space to explore products and engage more deeply with the category. Interactive features — including children’s turbo trainers — added energy and made the store welcoming for all ages.

Every fixture was designed and engineered in-house, from signage systems to bespoke bike stands that balanced durability with brand cohesion. Intelligent space planning created a clear, intuitive journey through the store, making a large-format environment easy to navigate while still feeling premium and modern. Digital touchpoints were integrated selectively to add impact without overshadowing the product.

We incorporated cultural storytelling, weaving Manchester’s heritage as a cycling powerhouse into the design language — giving the flagship a sense of place within the wider cycling community.

The result is a standout destination store that elevates Evans Cycles’ brand, enhances customer experience, and sets a new benchmark for specialist retail within the UK.