The 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.
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.