CONCEPT STORE OR MULTIBRAND? THERE IS NO DOUBT ABOUT CUBE STORE FLANDERS
Whereas most bicycle dealers represent multiple brands in order to offer a wider range to their customers, concept stores go in the other direction. They argue that specializing in one brand makes a big difference to the end customer. The opening of the Cube Store Flanders in Torhout was a follow-up to the first Cube Store that owner Thomas Vauter opened in Harelbeke in 2020. We wanted to find out more about the philosophy behind the story of the driving force who dared to open a second Cube Store in difficult times.
Hi Thomas, tell us how you ended up in the bicycle industry.
“After studying in Barcelona and Lille, I ended up in my father’s construction company and worked there as a site manager for several years. My interest in bicycles at the time could best be described as recreational. About four years ago I started looking for something different. At the time it was a bit of an ‘out of the box’ way of thinking for me to give my professional career a different direction. Mobility in the cities was already changing completely at the time. Bike lanes were appearing, the bicycle allowance was being promoted, etc. So it seemed like a good idea to get into the bicycle industry.”
How did you end up at Cube?
“We were friends with Dirk Clinquant, the importer of Cube in Belgium. Over dinner, the conversation turned to business and how we saw the future. And that is how we came to talk about the concept of the ‘Cube Store’. In Germany, they had asked Dirk if their store concept could also be rolled out in Belgium. It was not that simple for him to convince someone with an existing shop – almost all of which are multi-brand in Belgium – to start with one brand. When I was driving home after our conversation, everything still lingered in my mind and I started to look up the concept story of Cube in Germany. Even then, my vision was that the bicycle industry would quickly evolve towards the automotive story, where the brands all have large garages built according to the standards of the brand in order to provide their customers with optimal service.”
So you didn’t have any doubts about multi-brands?
“Actually, no. When I saw how super strong Cube was in terms of price/quality ratio, I quickly became completely convinced that with a professional approach it would really be an added value to be fully specialized in one top brand. And yes, sometimes you have to dare to jump into the deep end and then swim until you are on dry land, right?
So you started Belgium’s first Cube Store in the beautiful building on Harelbeke’s Gentsesteenweg?
“No, not really. We started in a smaller shop first. I built that smaller building myself with the help of my brother and a friend. It was handy that we came from the construction sector, of course.
Then Corona immediately provided a huge boost, because everyone wanted a bicycle. As a result, we did it all over again just over a year later. We built again, but this time in a larger building in a prime location at 212 Gentsesteenweg in Harelbeke.”
Still, it’s a bit like putting all your eggs in one basket with Cube, isn’t it?
“It is indeed somewhat of an unwritten rule in the business world that it is best never to be dependent on one large supplier or one large customer. So this goes against that rule.
On the other hand, that is precisely the idea of the concept. As I said, it is ‘thinking outside the box’, going a bit against the flow. There is no doubt, however, that the after-sales service benefits from this. Our employees really know the brand and all our products inside and out. That is simply not possible if you have multiple brands, each with their own specific facts and requirements. The customer ultimately reaps the benefits, and that is the whole point.
And you never thought of taking on a second and third brand afterwards?
“No, not for a moment. I saw how Cube became more and more popular year after year, partly due to the sponsorship of the Intermarché-Wanty cycling team, and how it began to gain an ever-larger share of the market. That convinced me to stick to the vision and strategy of the Cube concept.
My ambition is to be the biggest and best in Belgium in offering Cube, both in terms of the models on display in the showroom and in terms of stock and after-sales service.”
So your ambition led you to open a second Cube Store, which is quite a risk in turbulent times for the bicycle sector?
“To be honest, from the first day I started the Cube Store, I had the idea of eventually having several stores. I picked up that way of thinking from home. It is true that it is a difficult period in the bicycle industry, but that is of course the challenge of entrepreneurship.
I also strongly believe in Cube as a brand. There is a lot of talk in the sector about a general oversupply of bicycles, but sometimes you have to zoom in a little closer.
I am convinced that there is not such an oversupply of real value for money bicycle brands on the market! The problem is mainly with the less reputable brands or those that are priced much too high for what they offer. At least that is how we feel at Cube.”
So there will definitely be a new opening in the next few years?
“If the opportunity arises, why not? But it can’t be at the expense of the customer. We have to continue to provide the service that our customers have come to expect from us and even improve on it. That is the most important thing before we think about expanding further.”
Thank you, Thomas, for giving us insight into the concept and philosophy of the Cube Stores. We wish you the best of luck!
Text: Patrick Van Gansen
Cubestore Flanders
Harelbeke
Gentsesteenweg 212
8530 Harelbeke
+32 56 22 71 63
Torhout
Bruggestraat 146
8820 Torhout
+32 50 72 07 24
info@cubestoreflanders.be
www.cubestoreflanders.be
