GEAR has been on the lips of many as of late. The uber cool store has been steadily growing a cult following while their smooth, seamless website speaks of a style not often seen in these parts. I chat to Erik van Genderen, the entrepreneur behind GEAR, to find out the secret of his success.
Tell us a little bit about yourself and what you do
I am from Amsterdam, The Netherlands. Two years ago, after being chef of my restaurant for 8 years I wanted to do something else. So I bought a track bike and became a bike messenger. Through the love for these bikes and my other interests in street culture I decided to set up a small shop in fixed gear bikes and street fashion.
Mid 2008, I suddenly had the possibility to relocate to Brisbane. I picked up my shop plans and decided to develop them here. Early 2009 GEAR opened its doors.
When was the store started, when did you go out on your own?
Mid January 2009.
What inspired you to open the store?
The love for street culture and fashion and the simplicity of track bikes.
What did you do before that?
During my study Publicity and Culture in Amsterdam I worked in several good restaurant kitchens. After I graduated I built my own restaurant where I’ve worked as a chef for 8 years. The name of the restaurant is Blauw aan de Wal, check it out, it still exists, great food, awesome location in a 400 years old warehouse on a peaceful courtyard in the middle of Amsterdam’s red light district.
What is GEAR’s point of difference?
Brisbane’s (or maybe even Australia’s) only shop dedicated to streetwise track bikes and the combination with exclusive street fashion brands makes it even more different. The space virtually is split in 2. One side I tried to make it look like a bicycle workshop and the other side a cool street fashion shop.
How do you market the store, what marketing approach works for your customer base?
I’m trying to have a good presence online through various blogs and forums. Some ads in magazines like Acclaim and I’m supporting some local dj’s and parties.
Your website is very modern, who did the design?
I’m lucky to have some very talented graphic designers and web developers amongst my friends. Marc from 6foot7.nl and Kris from nomomono.com did it all.
I’m working on better product photos now.
What was the website design process, can you tell us a little bit about how you decided on the current look and what was involved in the build?
As the makers of the site are my best friends I gave them total freedom, because they know what I like: clean and simple.
Who or what inspires you?
Individuals that work hard, do their own thing, take initiatives and challenges and believe in what they do. Other things that inspire me are music, fashion, art and of course riding my track bike on the streets.
Is Brisbane supportive of your store?
The first year went pretty well, especially the bike side of the shop. The growing fixie scene in Brisbane consists of some great people who are very friendly in helping me promoting the shop.
The fashion side still keeps a bit behind, unfortunately not everybody found out you can get the freshest gear here 
What would you like to see Brisbane do better?
Get more friendly towards cyclists, get more fashionable and less conservative. But overall it’s not too bad here.
Do you have a favourite saying or a motto that you go by?
You’re responsible for your own success.
Finish this sentence – Creativity is important because…
…without creative people the world would be boring.
GEAR
3a Browning Street, West End, QLD 4101, Australia Map
phone: +61 7 3846 7900
email: info@gearbrisbane.com
Daniel says at: March 18, 2010 at 12:42 pm
This shop is so cool i love going there even when i’m broke and just want to chat and look at awesome stuff …when i grow up i want to be a fixy
Melbourne Customer Service Training says at: March 20, 2010 at 7:47 pm
Great work… Well done.