This popped into my pigeon hole today. Ed tells me this is quite big news and shows that the bike industry is obviously doing well. I think Specialized are the only other bike company to have a concept store.
Here’s the official word:

PRESS RELEASE FOR IMMEDIATE ISSUE
GIANT OPENS NEW BRAND STORE

Giant opens its first UK brand store, with doors opening for business in Liverpool on 1st June.

Ian Beasant, Manager Director of Giant UK commented “…we are delighted with the positioning of the new store; the region is ready for a new cycling experience…”

Beasant continued, “…we’ve something to offer all consumers; we believe having stand alone stores along side our already established dealer base can only bring further strength to our brand and kudos to our product…”

The store will be run by an independent dealer, situated in the up and coming creative quarter of Liverpool, with recording studios occupying the same historic building and a locally acclaimed tea room, ‘Leaf Tea Shop’ attached to the store; the aptly named Bike Beat – Giant Stores – is right at the heart of this exciting cultural mix.

The stand alone store has been developed to offer consumers a unique experience that they can trust; the store design embraces the local culture, bringing elements of the outdoors, indoors in a clean and modern way.

The partners who will be running the store are operating the store as a co-operative, with surplus revenues being re-invested into the store.

Phil Kershaw, Bike Beat Director said, “Liverpool needs a quality bike store, the work on the shop to date has already caused quite a stir in the local community, with many believing the city of culture is ready for a cycling revolution… we believe by working with Giant we have created the winning formula … we are very excited about the future….”

Giant propose to roll the concept out in key target locations. Further potential stores are already being planned in discussions with other independent partners.

GIANT OPENS NEW BRAND STORE