Danielle Lett chats to owner Steve Grimwood to find out the secret to running one of Ipswich's oldest shops - Elmy Cycles
A business celebrating any anniversary is an amazing feat – but what if your business had been going for 100 years?
Elmy Cycles in Ipswich is one of the longest continually-running retail businesses in the region, and last year celebrated its centenary.
It was founded in 1922 by Arthur Elmy (who was joined shortly after by his brother Harry), and was first located in the small, converted front room of no. 188 Back Hamlet in Ipswich.
Originally known as A.T. Elmy, the shop sold motorcycles, cycles, prams, and other electrical goods of the time. It also produced its own range of ‘Hamlet’ cycles, and one of the shop’s most unique selling points was its petrol pump located in the front garden, available for passing motorists and motorcyclists to use.
The shop opened on January 30, but it wasn’t until a few days later on February 2 that it made its first sale – a pump connection, which was sold for nine pence. Incredibly, that nine pence still remains sealed in an envelope, untouched, to this very day.
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In 1927, the pair opened up a second shop on St Helens Street, which sold all manner of cycles, spares, accessories, prams, fancy goods, bulbs, radios, school desks, and motorcycles.
However, in 1943 Harry was enlisted in the army, which resulted in the closure of the Back Hamlet shop. Arthur continued to run the St Helens shop – known as A&H Elmy by that point – with the help of his nephew, Russell.
During the wartime era, the shop thrived, as bikes were the most common mode of transportation at the time.
It wasn’t unscathed though, as a German bomb fell in nearby Cemetary Road and blew out the entire frontage.
However, enemy bombs weren’t enough to kill the business. The Elmy family kept calm and carried on – and have been around ever since. Elmy Cycles has been around so long, it has outlasted four monarchs and seen a fifth take to the throne.
“I joined in 1990, working for Russell and his father Harry when he was still here,” explains owner Steve Grimwood.
“Then, as Russell wanted to retire, I carried on and have been here for 30 years now.”
Steve first developed a love for bikes when he was growing up, after joining his school’s bike club as a young lad. “I then did work experience at a local bike shop in Bury St Edmunds, and started working here when I came to Ipswich, eventually taking over Elmy Cycles.”
Today, Elmy Cycles consists of Steve, co-director Joanne Newstead, chief mechanic Vasco, as well as a part-time mechanic and a 16-year-old apprentice. “We try to always have an apprentice here when we can. We want to keep some youth here, and to keep young people coming through.”
As you step inside the shop, you feel like a kid in a candy store (if the candy was bikes). It’s wall-to-wall cycles of all sorts, as well as cycling accessories and gear.
Variety obviously plays a huge role in this shop’s success – but how has it managed to stay open for so long?
For starters, the longevity of the bike, as Steve explains.
“Bikes keep evolving all the time. When the shop started, most people’s way of getting around was by bike, as there were hardly any cars on the roads during the 20s and 30s. Bikes got big again in the 70s due to the fuel crisis, and they’ve had another resurgence lately as they’re a massive way to help people keep fit and healthy.
“They’re a good way for getting around, especially as a lot of people live in flats and don’t have garages or anywhere to park a car. Over the years, bikes have become a lot more refined and technologically advanced. They’re lighter, more efficient, and easier to ride.”
And of course, it’s Steve’s scores of loyal customers who come back time and time again that help keep him in business.
“It’s all about trying to look after everyone. It doesn’t matter how much money someone has, we will help them out. We’re all about looking after everyone equally, and we’ve built up a loyal customer base from that.”
According to Steve, deciding what bike to get is like getting a suit – and you need a bespoke experience to ensure you’re getting the best of the best.
“People often ask for bike recommendations from friends and they look online – but a lot of that advice is people saying what the best bike is in their opinion, and what’s worked for them. What we do, however, is find the best bike for you. We ask you questions to find out what you want it for, how you’re going to use it, and what your budget is. We want to find the best bike for you, to give you the easier and most pleasant experience when riding it.
“All bikes come with the manufacturer's warranty, but we work on the principle that if something goes wrong that wasn’t meant to happen, we’ll fix it. We do everything in-house, and we can repair absolutely everything, so nothing needs to get sent away. We even do work for other bike shops, so we’re always willing to help out.”
And this top-notch service applies all customers, young and old.
“Every year we go to The Suffolk Show and we have a kids bike test track with a company called Frog Bikes, who make really lightweight bikes. Parents buy those and as the kids grow out of them, we can part exchange them for the next size up. Loads of customers have done that, and we’ve kitted them out with bikes from childhood through to adulthood. We really do have customers for life.”
In addition, Steve also works with some of the top cycling professionals in the world.
“Not only do we run coaching sessions for beginners to help get new cyclists out on the road, I also work as an international referee and have been to races all over the world. I’ve worked in the Velodrome with Chris Hoy, and we work with Global Cycling Network, a television company who does filming on some of our special bike collections.”
During the pandemic, Steve and the team did a lot of work fixing bikes for key workers – and won the Lloyds Business Small Business of 2020 Competition.
With a century of trade under this business’ belt – Steve wants to reassure customers that he shows no signs of moving or shutting up shop.
“A lot of people ask us if we’re going to stay in the town centre as there’s been a lot of businesses leaving, and it’s the hot topic at the moment, but we’re committed to staying here as long as we can.
“People know where we are, and they want to come and see us. We hope the councils can work together to make the town sustainable.”
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