Award-winning bike store is in the pink

Pictured is Neil Armitage, of Chesterfield 's Pelican Cycles, with his award-winning Giro d'Italia Santini display.

Pictured is Neil Armitage, of Chesterfield 's Pelican Cycles, with his award-winning Giro d'Italia Santini display.

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CHESTERFIELD bike dealer Pelican Cycles is in the pink after winning a trip to the tour of Italy cycle race thanks to the Santini cycle clothing company.

Neil Armitage and his staff at Pelican Cycles, on Old Road, Brampton, won the Giro d’Italia shop merchandising competition, organised by Santini bikewear distributor’s Fisher Outdoor Leisure. Shops were challenged to put together the best window displays and store promotions to win an all-expenses paid VIP Giro d’Italia Chrono Experience trip to the race’s 19th stage.

As well as putting on an impressive Giro and Santini display, Pelican staff even got Italian restaurant Nonnas on Chatsworth Road to join in.

Neil, who is also sponsoring this year’s Derbyshire Times Ashgate Hospice bike ride, said: “The Giro is a fantastic event and Santini are great bikewear suppliers so it was a pleasure to combine the two and bring in some Italian style.”

The shop used an email marketing campaign to promote the event and increased sales as well as winning the Fisher Giro competition.

Fisher’s Jonathan Sangan said: “With the Giro d’Italia in full swing and the interest in the Paul Smith designed pink winner’s jersey at an all-time high, the response to our shop merchandising competition was impressive.

“Our dealers rose to the challenge with some really inventive displays and promotions to draw in consumers. It was a tough decision to pick the overall winner and we thank everyone who took the time to enter the competition.”

Those interested in getting kitted out for the Derbyshire Times’ 50-mile Flagg Cycle Challenge on July 28 are urged to visit Pelican Cycles where they can pick up application forms.