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Online cycling brand LIV gives community focus to first standalone store

Online cycling brand LIV, which claims to be the first cycling brand completely dedicated to women, has opened its first standalone physical store. Located in York, the store has been designed by Whiteroom to fit with LIV’s localisation strategy.

LIV provides tailor-made product to help women discover new possibilities in cycling, whatever their level of experience or fitness. Products range from specialised apparel to premium bicycles. The brand is now seeking to activate local communities with cultural programmes.

Whiteroom describes York as a boutique shopping city with a diverse cycling community.

The store is located in a central three storey former townhouse, which was considered more appropriate than an out of town unit. The house has been converted into a 120 sq m store.

The store marks the beginning of a project to focus on how LIV will express its global brand ideas in a more local way.

Each level of the store is dedicated to a different cycling discipline. The ground floor caters to leisure and city riders, the first floor to performance and aero riders, and the second floor to off-roaders.

Local cycling enthusiasts have been recruited to run the store, enabling them to offer advice on the local routes and activities.

Interiors feature clean lines and a bright colour palette with darker accents. Digital screens provide product information, while wall graphics seek to give inspiration and advice.

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