Conte’s Bike Shop is planned to open a new location in New Town in April, just a few blocks away from where a former Conte’s closed in 2010.
The first Conte’s to make its home in New Town opened in 2006 on the corner of Courthouse Street near the movie theater, and it suffered after the 2008 economic downturn. Now, company President David Conte is opening a new store — on a bike path — along Monticello Avenue.
In the early 2000s, Conte thought he should franchise the business, so the Williamsburg store opened as a franchise location. The new store will be company-owned because Conte now believes the family-owned approach is best for business. Every Conte’s in existence now — and any opening in the future — will be owned by David or his brother Charles, who currently operates three Richmond locations.
Conte took another look at Williamsburg recently and decided the area would be well-served by a new Conte’s location. Before deciding to open the location in New Town, Conte evaluated the employment rate and economic growth in the area to ensure the business would have a fair chance at success; the increase in cycling events, bike trails and bike paths also led him to consider the new store.
Now Conte is planning on opening his new store April 10 at 5212 Monticello Ave., which is near Bonefish Grill in New Town. The store will be on a main road, which Conte said was pivotal to opening in Williamsburg, and a bike path runs by the building.
The new store will be about 2,000 square feet, a size Conte said is well suited to not overwhelm customers with too many choices. Bikes repairs will be completed within 24 to 48 hours, Conte said.
“Our smaller stores [are] bringing back to the mom-and-pop days of bike shops, and that’s how we started 55 years ago,” Conte said. He added the new stores will allow for better customer service.
Aside from selling the same bike and accessories brands carried across all of Conte’s stores – like 3G Bikes, Cannondale Bicycles, Phat Cycles and Blackburn Design – Conte’s will also play host to several clinics and group bike rides. The first event will take place April 5 in James City County’s Freedom Park.
From 10 a.m. until 2 p.m. April 5, a Giant Bicycles truck will set up shop in Freedom Park, allowing visitors to test mountain bikes.
