Tribal Retail

Rapha storeThe Rapha store in Soho is the first permanent Rapha Cycle Club in the UK is the new home for the sport and wider culture of road racing. It is a good example of not so new but growing trend of multi-purpose retailing targeted for a particular tribe. The aim is to create a convivial space that strengthens  the community spirit of the tribe.

Rapha store1 The Rapha is a cafe and a store with a membership club (open for all) that has a regular events program. What makes the concept successful is the strong bond of the bike enthusiasts that want to share their passion for cycling. The reason why multi-purpose stores sometimes fail is that they are not well enough targeted i.g. the target group is too wide to form a bond between customers.

Rapha store2

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